More brands than ever are employing augmented reality, but doing it well requires  executing on some fundamentals that combine technological advancement with a focus on the consumer.

Why it matters

In the US alone, there were 85 million active users of AR in 2020, making it a phenomenon brands should explore; it’s a new way to engage with customers. 

Takeaways

• Consumers don’t need to be aware an experience is powered by AR because what they connect to is the experience itself, not the tech behind it.
• AR campaigns that enable personalization can drive preference because...