An embodiment of an augmented reality model placement apparatus may include a location identifier to identify one or more candidate locations in a three-dimensional (3D) model for an augmented reality (AR) model based on the 3D model, the AR model, and placement constraints for the AR model, a location ranker communicatively coupled to the location identifier to assign respective ranks to the one or more identified candidate locations based on placement ranking criteria, and a location selector communicatively coupled to the location ranker to select a placement location for the AR model from the one or more identified candidate locations. Other embodiments are disclosed and claimed.