The effects of augmented reality on consumer engagement are transformative, as it creates immersive experiences that blend digital content with the real world. By enabling customers to visualize products in their environments through AR applications, brands can enhance the buying decision process, leading to higher conversion rates. This technology fosters interactivity and personalization, allowing users to engage with products in novel ways, such as virtual try-ons in the fashion industry or interactive gaming. Enhanced engagement often translates into greater brand loyalty and positive customer experiences, thereby significantly benefiting marketing strategies. Additionally, AR has the potential to drive social sharing and word-of-mouth promotion.