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The retail industry is undergoing a transformative shift with the integration of augmented reality (AR) and virtual reality (VR) technologies. The contemporary retail landscape is witnessing a paradigm shift propelled by the assimilation of AR and VR technologies. The merging of AR and VR technology is bringing about an intense transition in the retail business, which is a constantly changing terrain. The retail industry is entering a new era of immersive and personalized shopping experiences because to this dynamic combination, which is changing the way consumers interact with items and places. With AR apps, customers can aim their smartphones to easily find things, get promotions in real time, and learn more about them. A virtual try-on experience that lets buyers see things in a virtual setting is made possible by AR. With realistic AR simulations, clients can try on items and arrange furnishings in their living room, making better educated purchases. The retailers are now able to provide much customized product suggestions because to AR. AR apps may make personalized product recommendations based on consumer preferences and purchase history, improving the entire shopping experience and raising customer happiness. This paper explores the many uses, difficulties and potential consequences of AR and VR in retail, emphasizing the significant transformations these technologies bring about for the sector. In-store navigation is being revolutionized by AR, which offers consumers an engaging and user-friendly navigational experience.

The evolving landscape of digital transformation, businesses are increasingly recognising the intrinsic link between technological innovation, sustainability and the critical role of photovoltaic (PV) cells in smart cities. This nexus represents a compelling proposition, not only for addressing the imperatives of business sustainability but also for achieving United Nations Sustainable Development Goal 11 – the aspiration for sustainable and resilient urban communities. The use of PV cells within smart city infrastructure serves as an exemplar of how digital transformation can be harnessed to drive sustainability and innovation concurrently. With harvesting solar energy through PV cells, smart cities can reduce their carbon footprint, enhance energy efficiency and offer cleaner, more sustainable living environments for their inhabitants. This chapter investigates how the integration of PV cells in smart city infrastructure not only aligns with SDG11 but also serves as a potent catalyst for turbocharging digital transformation endeavours, fostering business sustainability and fuelling innovation.