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Augmented reality (AR) technology has shown potential to enhance storytelling experiences in various contexts. However, there is limited research on how AR using head-mounted displays (HMDs) can be applied to audiobooks to increase engagement and the storytelling experience. This study explores the perceptions of audiobook industry professionals regarding the potential of AR audiobooks utilizing HMDs. Using a participatory and interpretive design exploration approach, seven participants from an audiobook company experienced AR audiobook provotypes showcasing different concepts. Semi-structured interviews were conducted to gather their experiences and perceptions. The data was analyzed using an inductive thematic analysis approach. The results showed that industry professionals see potential in using AR to increase engagement and the storytelling potential of audiobooks. However, the suitability of AR implementations depends on balancing factors such as cognitive load and the users’ ability to multitask, presenting a challenge in retaining audiobooks unique value propositions. Less immersive and intrusive customizable AR implementations were generally preferred. Highly immersive AR audiobooks were seen as more context-bound and potentially disturbing for the audiobook experience. The professionals also identified opportunities for AR to increase accessibility to audiobooks. The ergonomics and social aspects of HMDs were identified as challenges to adopting AR for audiobooks. Further research is needed to validate these findings and explore the specific aspects of AR storytelling and engagement potential for the unique characteristics of audiobooks.