Augmented reality (AR) is primarily used in marketing to engage customers through interactive and immersive experiences. By overlaying digital content onto the real world, AR enables brands to enhance their offerings, showcase products, and provide unique experiences. For instance, consumers can visualize how furniture might look in their home before purchasing or try on clothes virtually. This technology fosters deeper connections between brands and consumers, effectively capturing attention and increasing conversion rates. AR can also help to create memorable marketing campaigns, providing compelling reasons for customers to engage with the brand.