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This commentary merges perspectives from robotics engineering with marketing to achieve two goals: First, the commentary briefly illustrates how wearable robotics are likely to affect the entire marketing value chain and its connections to customer experiences, and it points to some substantive research implications for marketers. Second, the commentary then broadens its analytical lens and proposes ‘transhumanist marketing’ as a fruitful and overarching conceptual foundation for future research related to wearable robotics.