Each year, augmented reality (AR) becomes increasingly more integrated with our everyday lives and experiences. Whether through interactive apps like Pokemon GO that blend reality with a fictional digital world, or through interior design apps that allow consumers to virtually create their dream living space, AR has become increasingly prevalent and shows no signs of slowing down.

In fact, many expect 2022 to bring even more unique uses for augmented reality, especially in the advertising and marketing space. Below, 15 Forbes Agency Council members share their predictions for an application of AR in advertising that they expect to see in the new year.

1. Immersive, On-Demand Experiences

Immersive on-demand experiences within advertising that combine the content with the programming. We can watch teams go into a huddle and sell breath mints through a well-placed ad at the same time. We can watch a reality dating show and provide advertising before and after voting on matchups. – Matt Wilson, Eastport Holdings

2. Virtual Clothes Fittings

I expect to see how shoes, pants, shirts and jackets 100% fit on my body while I’m walking, bending over, running or just lounging. Snap does this to an extent, but it’s more for the look and feel. I want to see how things fit. – Loren Baker, Foundation Digital

3. Augmented Reality Campaigns With Real Humans

I expect to see realistic augmented reality humans. We have seen lots of interesting and innovative campaigns. However, we have not seen an AR campaign with real humans. In order to do this, volumetric capturing is needed, which converts video into animated 3D. This is revolutionary and I expect to see a live stream done like this soon. Imagine having your favorite artist in front of you! – Azad Abbasi, Genius XR

4. Valuable Applications Of AR

In 2022, I really hope we stop seeing bad applications of AR. The entire industry still needs to do some research with users to figure out what actually drives value. “Trying” on clothes is an interesting idea. Home decor, outdoor space, anything where you need to see an object in a location is interesting. But it has to be valuable enough to go through the hassle. Value > Hassle. – Michael McFadden, eAccountable

5. A Hybridization Of XR Experiences

Augmented reality experiences will soon be tied to virtual reality experiences. With the latest announcements from Facebook regarding the Metaverse, people can begin to expect new software, tools and apps to be introduced into the VR world. I would anticipate seeing more hybridization of XR experiences in 2022. – Jordan Edelson, Appetizer Mobile LLC

6. Increased Interested In AR In The Recruiting Industry

I think AR could greatly benefit the recruiting industry. Imagine having a hiring or recruiting event in which subject matter experts can come to life off a physical display to explain benefits, employer culture, etc. Not everyone gets attention at an event like that, so companies lose quality candidates. This way, every event attendee is engaged. – Jeremy Jackson, SKY Marketing Consultants, LLC

7. Interactive Office Tours

With the parent organization of Facebook officially changing its name to Meta, we can all expect to see many exciting advancements in AR. One thing I would love to see is companies offering fully immersive tours of their offices and facilities to prospective job candidates. This will help candidates know exactly what to expect from the position. – Marc Hardgrove, The HOTH

8. More Companies Leveraging QR Codes

It’s easy to see how augmented reality has a place in digital advertising but now with the resurgence of QR codes, it has a place in direct mail as well. I’d expect to see more and more advertisers leveraging QR codes within direct mail to bring the consumer right into the experience. – Lori Paikin, NaviStone®

9. GPS With AR Advertising

While independent, large organizations are deploying augmented reality solutions, I expect that large geographic directory services will begin incorporating AR advertising. Imagine, for example, using a map on your phone while walking to your destination. When you raise your phone, you see interactive experiences all around you from the other retailers, restaurants and companies on the way. – Douglas Karr, Highbridge

10. Full Product Demos

I expect to see full product demos that allow the consumer to test your product in real-time via augmented reality or an app available for download. This would help consumers “try before they buy” and help create a larger purchase conversion. – Jessica Hawthorne-Castro, Hawthorne LLC

11. A Combination Of The Real World And AR

I’ve always felt gaming has the biggest potential for augmented reality. I remember walking on the Santa Monica pier several years ago and one out of every three people were catching Pokemon with their phones. I think when you can overlay the real world with something fun, the advertising opportunities will be endless. People like native ads that have a natural flow to what they are doing. – Brian Meert, AdvertiseMint

12. Location-Specific Augmented Reality

While social media platforms such as TikTok and Snapchat have increasingly leaned into AR advertising, geo-fenced experiences have still not been given much attention. However, as the world opens up to travel again in 2022, it is likely that we will witness a rise in location-specific augmented reality to drive in-store visits and more affordable experiential marketing campaigns. – Chris Martin, FlexMR

13. AR-Equipped Vehicle Sales

I expect to see more AR when it comes to vehicle sales. With vehicle pricing on the rise, consumers are going to want to experience the vehicle without needing to deal with dealerships. Imagine being able to take your phone, select the vehicle make and mode, and boom—there it is. You could walk around it, tap to open doors and even play with the gadgets inside. This reality is not far off. – Bernard May, National Positions

14. Integration With In-Person Events

One of the most common AR applications many people are familiar with is Google’s Street View. I anticipate an integration that will urge people in metropolitan areas to get out the door and to in-person events by prompting interaction each step of the way—perhaps even rewarding travelers or providing info in real-time about other event-goers as they get closer to the destination. – Evan Nison, NisonCo

15. Educational Interactions

One of the best that I have seen of augmented reality is all of the ways that education can be used to provide a better experience for students. That means allowing them to interact with all of their teachers and know that everything is being handled. – Jon James, Ignited Results