Augmented reality (AR) is a technology that superimposes virtual elements onto the real world. In a B2B context, these elements may include 3D models based on computer-aided design files, instructional text for maintenance and training, or videos demonstrating new components integrated into existing machinery projected directly into real-world environments such as a factory floor. To enhance adaptability and provide a smoother experience, modern AR applications increasingly rely on artificial intelligence (AI) technologies like machine learning and natural language processing, enabling more realistic and responsive interactions. This chapter explores how AR, especially when powered by AI, is transforming the B2B customer experience. It demonstrates how AR delivers distinctive, immersive experiences that generate multidimensional experiential value at every stage of the B2B journey. It also outlines the key benefits for companies investing in AR for B2B marketing, including improved branding, increased awareness, easier transactions and shorter buying cycles, stronger relationships, cost reduction, and support for lowering their carbon footprint. It also addresses the limitations of AR, particularly ethical concerns. From a managerial perspective, this chapter highlights that AR presents significant opportunities to enhance customer experiences. It shows how, when thoughtfully integrated, AR can transform communication, improve operational efficiency, and strengthen B2B relationships. However, to fully leverage AR, companies must design experiences that go beyond utilitarian value and align with the evolving needs of both buyers and sellers. They also need to be sensitive to ethical issues, including data privacy, perceived intrusions, and cognitive dissonance caused by altered perceptions of reality.