Preparing for the Metaverse: Three opportunities in AR for brand marketers | WARC | The Feed

The promise of augmented reality (AR) has not matched the reality – novelty lenses, neglected ‘one-and-done’ apps and poor-quality executions – but with the advent of what some term the ‘Metaverse’, the gossamer skin between the real world and virtual may dissolve and AR will be the mechanism people use to unite those two estates, says Omnicom’s Phil Rowley.

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