Adweek Together: The Future of AR

Marketing professor and Adweek Academic Council member Joachim Scholz on how to create an engaging experience

Joachim Scholz joins Ko Im. - Credit by Adweek
Headshot of Ko Im

Augmented reality has been on the rise as a marketing tool. It brings the in-store buying experience into consumers’ homes, especially as physical stores close or remain closed during the pandemic. And the technology is evolving, with platforms adding cool new features and the next generation using it to power cause-related campaigns

As Joachim Scholz, marketing professor at Brock University and part of our Adweek Academic Council, says, “Augmented reality is clearly having a moment.”

But there are also potential blind spots that may be overlooked in creating these exciting experiences. Scholz offers a few examples where AR shines on this week’s episode of Adweek Together.

Adweek Together is a weekly discussion at noon ET, hosted by our editors along with the leaders of the companies we cover, seeking guidance, solutions and information—together. Today’s episode is brought to you by the Institute for Brand Marketing, a first-of-its-kind professional development program specifically designed for marketing and advertising professionals, created in collaboration with IBM Watson Advertising and Adweek. For inquiries and feedback, email us at adweektogether@adweek.com


Join the foremost brand marketers, such as Marc Pritchard, Brad Hiranaga, Kory Marchisotto and more, for Brandweek Masters Live on Sept. 14-17. Secure your pass and learn from the brand masters.

@koimtv ko.im@adweek.com Ko Im is the community editor at Adweek and co-host of Adweek's podcast Yeah, That's Probably an Ad.