The thing is that, with AR being set to become a much bigger focus over the next few years, all brands have got to start looking at where their marketing and promotional efforts might lie with 3D digital initiatives, because usage behaviors will change many things in ways.

To put some more context to this, Snap has recently partnered with Breakthrough Research to conduct a study on how consumers perceive AR and whether AR experiences have an impact on the shopping process.

As stated by Snap:

We explored how attitudes and behaviors of consumers change in their perception of a brand when they envision experiencing a shopper journey with AR involved across 7,500 US, UK, DE respondents and shopper journeys within the Auto, Beauty, Entertainment, Fashion Retail, and Travel verticals.

The response data mirrors how consumers are responding with interest to the promise that AR can make them arrive at quicker decisions and purchase more based on this.
There are similar results on the data side in Fashion where, according to various forecasts, AR will account for $11.2 billion dollars in additional spending.
Another area is going to see a rise with more people using AR-the Travel domain:

For Travel, Snapchatters will spend more than they normally do in order to avoid and overcome AR in their travel planning journey because AR gives them confidence in the choice they make and encourages them to plan longer trips by incorporating travel excursions or other add-ons on their itineraries.
In other words, the better AR experience brings more context to shopping online, and that can be a big help in re-assuring shoppers or simply by bringing context that makes value within the process.

Snap claims these results demonstrate that AR has already matured beyond its original use case:

Although Snapchat originally created Lenses because they were a fun, entertaining way to enhance how we communicated with our friends and family, the technology has become more than just a toy and is now an altogether utilitarian tool through which brands can drive impact for their businesses.

Which is why brands need to be taking it seriously, and with the coming shift toward AR-enabled glasses and engaging with 3D virtual objects, in both the metaverse and in AR experiences, it only makes sense for brands at least to start to adjust their processes to this new reality where possible.

So how do you do that?

First, it may be useful to get to know the Lens Web Builder platform offered by Snap for creating AR experiences within Snap. There are tutorials on the process, and getting that first level knowledge of the system could be all that you need at this stage to get an understanding of possibilities and potential for your own process.
This will provide a base level of view to what could be done, and in what way that will open the thinking towards what the next stage will have to provide, and then where will your business stand to take it and bring it along to be fitted into the new wave.
The options are substantial. If one can move into the processes of generating AR experiences that could stand by you during these waves.