Some brands have tried -- not particularly successfully -- to use new technologies like augmented reality to create more customized experiences. The companies that have succeeded are those that truly understand what customers want and need and that use technology as merely a means to that end.
https://www.forbes.com/sites/forbestechcouncil/2018/09/13/it-takes-more-than-technology-to-create-a-memorable-user-experience/#2ec22b7714c4/