Streszczenie:
This research paper aims to scrutinise Augmented Reality technology and its potential in the future
of advertising. AR technology generates digital graphics, videos, or audio, that adopt a device's
camera with overlays on top of the real-world scene in real time. Due to its engagement, the
technology becomes a quality tool for marketers, creating new possibilities in advertising campaign
creation. The paper presents various platforms to implement augmented reality, such as mobile
applications, web-based experiences, or social media and describes the accessibility of AR via
wearable (headsets, glasses, etc.) and non-wearable (smartphones, tablets, etc.) devices.
Furthermore, numerous examples of successful implementations in marketing campaigns will be
described. The paper apart from the detailed analysis of implementing AR in marketing campaigns,
also presents the relevance in digital products, non-fungible tokens and metaverse. In addition, the
disadvantages and dangers of augmented reality will also be described. Considering all the
examples, the paper proves the potential of augmented reality technology and its application in the
field of marketing.
