**Abstract**

Augmented reality is a technology that provides more interactive advertising, where you can manipulate and be part of it with greater clarity and empathy as possible. In times of the digital era, companies in the retail sector face a new consumer profile, more digital, more aware and more informed, so companies are in constant competition to impress their customers. That is why this research seeks to describe the importance of augmented reality to promote products and services as an innovative alternative that captures attention and influences the customer's purchase decision. The research is of an experimental, quantitative and quasi-experimental design with a non-probabilistic sample whose evaluation instrument was a selfelaborated questionnaire that was applied to 60 randomly chosen Marketing managers from the retail sector. Obtaining as a result that augmented reality improves the level of engagement with the brand, generates greater added value and improves the level of innovation in advertising campaigns. What contributes to generate a different and innovative experience to advertise products and services through an emotional connection with people through mobile devices.

**Keywords:** augmented reality, benefits, promote, products, services, emergent technology
