This article examines the role of augmented reality (AR) in the value creation process of businesses. Through lived experience, this study explores how AR generates new and strong value and increases value capture through sales and recommendation. Design/Methodology/Approach - A model based on the theories of self-determination and the AWE (awe, wonder, and excitement) experience was developed and tested using a sample of 577 respondents. The survey results were derived from structural equation modeling using SmartPLS 4.0 software. The main findings demonstrate that the interactivity and excitement generated by the technology foster the AWE experience. In turn, the AWE experience enhances satisfaction, trust, and encourages purchase and recommendation. These conclusions raise awareness among professionals to further utilize this technology in their omnichannel strategies. With augmented reality, virtual platforms are more engaging, offer enriching experiences, and increase value. The numerous technological pressures are transforming ecosystems and thereby the value creation processes of businesses. Consequently, augmented reality becomes a strategic resource for them to master. Few works, to our knowledge, address the strategic dimension of augmented reality even though it is increasingly necessary for gaining a competitive advantage. By mastering it, companies can better integrate it into their value creation and capture objectives.