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The retail industry has become smarter day by day and providing greater value to both consumers and retailers. Augmented Reality has appeared as a fast development technology used both in physical and online retail to improve the experience of shopping and sale of products. This research paper primarily attempts to identify and analyses increased reality applications in physical and online retail, and the value provided to consumers and retailers. A narrative literature review approach has been adopted for the study using the academic documents published in peer-reviewed scientific journals, white papers, articles, and literature search. This paper is equipped with a general description of the theme that is relatively new, but appears drastically which has not been examined yet. It fosters areas for additional analysis and profit for retail scholars and practitioners. This research also provides retailers important practical implications of AR technology. [ABSTRACT FROM AUTHOR]

Recently Artificial Intelligence (AI) has transformed business processes. One major domain of such transformation is marketing. Analyzing and predicting consumer behavior is one of the major drivers of marketing as it helps the marketers to understand buying behavior and predict future buying decisions to influence them. Consumer behavior consists of all decisions taken by consumers concerning the search, purchase, evaluation, selection, usage and disposal of a product or service, which match their expectations. Marketers study consumer behavior to discern some patterns and relationships between browsing and purchase decisions, using the data relating to browsing patterns, searches, and views. This study discusses various contemporary analytic techniques, tools and models to analyses and predict consumer behavior. With the help of AI, vendors can learn the consumer reaction and behavior on particular product or service and analyses the posts accordingly. The application of AI in marketing is helping various industries in improved and relevant search results, tracking experiences, curating content and better sales, all leading to strategic decision making. This study deliberates upon how AI can be used to analyses and predict the consumer behavior. It discusses data mining, clustering techniques, and AISAS model to analyses consumer behavior and design marketing strategies. [ABSTRACT FROM AUTHOR]