"Augmented reality" (AR) enhances a user's real-world experience by overlaying digital information, visuals, and interactive elements onto their surroundings. This technology creates immersive experiences by combining the physical and digital worlds, allowing users to engage with content in innovative ways. Applications of AR range from gaming and education to retail, where users can visualize products in their environment before making a purchase. By enriching user interactions and providing context-aware information, AR increases engagement and offers unique opportunities for brands to connect with consumers.