The Apple Vision Pro is the latest in a long line of trendy, expensive spatial computing headsets. (Remember Google Glass?) But the augmented reality and virtual reality features that these devices enable can have an impact beyond video games. Pioneering companies are using these immersive tools to train employees and to engage with consumers in digital and retail settings. It’s growing increasingly important for senior leaders to explore the possible use cases and to understand the potential benefits and ongoing challenges that accompany these technologies. Tech at Work is a four-part special series from HBR IdeaCast. Join senior tech editors Juan Martinez and Tom Stackpole for research, stories, and advice to make technology work for you and your team. In this episode, researcher Srinivas Reddy and AR/VR entrepreneur and educator Dinesh Punni discuss how augmented reality can affect consumers’ brand awareness and purchasing behavior. The experts share business results from in-market research, identify challenges for the technology as it evolves, and explain how to launch a spatial computing experiment at your organization. Reddy is a visiting professor of marketing at Northwestern University’s Kellogg School of Management and professor emeritus of marketing at Lee Kong Chian School of Business, Singapore Management University. Punni is the CEO and founder of a Berlin, Germany-based company, immersive insiders, that trains AR/VR developers and designers. This is the final episode of the Tech at Work series. Check out our other episodes: Tech at Work: What GenAI Means for Companies Right Now Tech at Work: How the End of Cookies Will Transform Digital Marketing Tech at Work: How to Get the Most out of Digital Collaboration Tools Please let us know what you think of the episodes and which technology topics you want us to cover at ideacast@hbr.org. Further reading: How Early-Adopter Companies Are Thinking About Apple Vision Pro (Cathy Hackl) How Augmented Reality Can — and Can’t — Help Your Brand (Sandeep R. Chandukala, Srinivas K. Reddy, and Yong-Chin Tan) Augmented Reality in Retail and Its Impact on Sales (Sandeep R. Chandukala, Srinivas K. Reddy, and Yong-Chin Tan) Why Every Organization Needs an Augmented Reality Strategy (Michael E. Porter and James E. Heppelmann)