Augmented reality (AR) is a technology that integrates digital information such as images, text or videos into the user's real environment. In contrast to virtual reality, which creates a completely artificial environment, augmented reality supplements the real world with digital elements in real time. Using mobile devices, smart glasses or specialised industrial hardware, the digital content is placed in such a way that it interacts with or relates to the physical world. For example, pieces of furniture can be placed virtually in a room to test their effect before purchase, or technical data can be superimposed on a machine operator's field of vision.

Augmented reality has found numerous applications in the marketing world. From interactive product demonstrations and personalised advertisements to immersive brand experiences, AR enables companies to create a deeper emotional connection with consumers. The technology also offers great added value for retailers, for example through virtual fitting rooms or the display of product information when scanning an item with a smartphone. Augmented reality thus opens up completely new ways of addressing customers and increasing engagement by building a bridge between the digital and physical worlds, creating a holistic brand experience.