Think about the last time a brand surprised and delighted you in person, and you thought, “I’m glad I came here.” For many people, those moments are getting harder to remember. The physical world has been left behind while the digital one raced ahead.
Here’s the truth nobody in retail, hospitality, or events seems to be acting on: As virtual reality, AI, and streaming entertainment become more immersive and more affordable, live, in-person experiences are becoming more valuable. And augmented reality (AR)—the same technology powering some of those digital experiences—is the most powerful tool for making physical spaces worth showing up for.
When everything can be done from a couch, the brands that give people a genuine reason to leave it will have an extraordinary advantage. According to Eventbrite’s 2026 Social Study, 79% of younger consumers plan to attend more live events this year, specifically seeking moments that could only happen once.
Most brands haven’t caught up. To discover three ways AR can make your physical space worth showing up for, read the rest of my article over on Fast Company.
Photo Credit: Getty Images/Fast Company
