As technology evolves, Augmented Reality (AR) stands out as a transformative force in retail marketing. This paper aims to explore the innovative ways AR enhances customer experience, strengthens brand loyalty, and facilitates personalization. Through a thorough literature review and systematic literature review and systematic analysis, the study reveals key factors influencing AR’s application in retail, discusses its implications for omnichannel strategies, and anticipates future trends. Ultimately, this research contributes new theoretical perspectives and practical insights for the academic community and retail practitioners.