The market is already offering out-of-the-box solutions for immediate implementation of augmented reality in business applications ranging from healthcare, space, manufacturing, and logistics to education and behavioural modelling. It is projected that augmented reality will generate USD 120 billion in purchases by 2020, changing the entire experience of retail and how customers engage with products. In the US, retailers have already found that 61% of responding shoppers prefer to shop at stores that offer augmented reality. How are big consumer and luxury brands pioneering augmented reality advertising strategies? And how will this change expectations and demands for retailers all over the world?