Brands in Play - Episode 9 | Marketing With Augmented Reality ft. Tom Emrich | The Next Dimension

EPISODE 9 — Tom Emrich: The Next Dimension

What if your next marketing edge wasn’t a new channel, but a new dimension?

In this episode of Brands In Play, we sit down with Tom Emrich, one of the world’s most respected voices in augmented reality and spatial computing. He’s a journalist, investor, product leader and now the author of The Next Dimension, the definitive guide to using AR for business growth.

This isn’t just a conversation about hype cycles or headsets. It’s a masterclass in how brands can build real value today using smartphone-based AR, while preparing for a wearable-first future.

Inside the episode:

Why Tom wrote The Next Dimension and how it became the first book to fuse immersive strategy with AI-powered chat and live AR demos

The marketing proof points: Dior, Avon, and other brands driving measurable ROI across try-ons, portals, and camera-based storytelling

Why Gen Z’s AR behavior signals a deeper shift in how people want to engage with brands and what Gen Alpha and Beta mean for what’s next

The overlooked power of presence and how AR creates a level of brand attention traditional ads can’t compete with

Why waiting for wearable mass adoption is a mistake and how to start building your spatial strategy now

Tom breaks down the hard data, the consumer behavior shifts, and the tech roadmaps that are shaping the next decade of marketing and gives a practical framework for brands to start playing smart in the immersive space.

📘 Get the book: https://thenextdimensionbook.com
Available everywhere you get your books: Amazon, Target, Barnes & Noble, Spotify & more.

Vote for Sawhorse at the Webby Awards:
Walmart Realm in the AI, Immersive & Games - Immersive General category: Official listing
Wicked RP: The Official Experience on Roblox in the Advertising, Media & PR - Game or Application category: Official listing
[BEETLEJUICE] Escape the Afterlife in the AI, Immersive & Games - Entertainment, Sports & Music category: Official listing

About the Podcast:
Brands In Play is where immersive marketing gets real. Hosted by Nic Hill (Sawhorse) and Albane Prioux (GEEIQ), we talk to the pioneers shaping brand experiences across Roblox, Fortnite, AR, UGC gaming, and more.

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Follow: 
Tom Emrich  https://www.linkedin.com/in/thomasemrich/
Nic Hill  https://www.linkedin.com/in/nic-hill-%F0%9F%94%9C-gdc-6553873/ 
Albane Prioux  https://www.linkedin.com/in/albaneprioux/ 

Produced by: Edward Regue https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/ 
Creative Direction: Javid Kazmi & Joe Jeter
Audio Engineering: Somrung Keo
Additional Editing: Christian-James Oshesky

YouTube: https://www.youtube.com/@BrandsInPlay

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Spotify: https://open.spotify.com/show/3Fk2t5Z78wtTGD7dtH8ZEk?si=6ef87999dbac4c04

Apple Podcasts: https://podcasts.apple.com/us/podcast/brands-in-plays-podcast/id1796275878

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