Troy Wood has been appointed as the new Marketing Committee Chair of the Augmented Reality for Enterprise Alliance (AREA) as of July 16, 2025, with a focus on promoting enterprise AR adoption.

Prior to this role, Wood spent a decade at HTC VIVE, leading Regional Marketing for the Americas and Global Partner Marketing, gaining extensive experience in immersive virtual and mixed reality experiences.

Mark Sage, AREA's Executive Director, praised Wood as a seasoned marketing professional in AR, emphasizing that his leadership will significantly boost awareness of AR's benefits for enterprises through various marketing initiatives.

In his new role, Wood aims to promote the adoption of augmented reality in enterprise settings and enhance community engagement and membership growth.

The AREA is a global membership-funded alliance dedicated to accelerating enterprise AR adoption by fostering a comprehensive ecosystem that includes enterprises, providers, and research institutions.

Wood expressed enthusiasm for increasing the visibility of AREA's research and tools, and plans to collaborate with members to create valuable content and organize thought leadership events within the AR ecosystem.