The role of augmented reality (AR) in marketing strategies is to enhance customer engagement by overlaying digital information onto the physical world. AR allows brands to create interactive and immersive experiences, enabling consumers to visualize products in their real environments before purchase. This innovative technology can be utilized in various ways, such as virtual try-ons, interactive advertisements, and experiential marketing campaigns. By integrating AR, companies can differentiate themselves from competitors, build emotional connections with customers, and ultimately drive conversions through enhanced brand experiences.