While augmented reality is still in the early adoption phase, usage is growing quickly. Recent hardware and software advancements—and backing from big tech companies—are spurring advertisers and marketers to create engaging new experiences for their customers.

Keith Soljacich, vice president of experiential technology at Digitas, discusses the state of augmented reality and what a brand's presence could look like in an augmented world.

Vinay Narayan, executive director of strategy for HTC Vive, explains why the enterprise market is key to more widespread adoption of VR.

Dr. Robert Louis, director of skull base and pituitary surgery at Hoag Neurosciences Institute, explains how VR improves surgical outcomes and boosts patient retention.