Bringing immersive technologies such as augmented and virtual reality into the fast-moving world of retail design is no small task – but for Muhammad Yazir, it’s already part of the day job.
As a Knowledge Transfer Partnership (KTP) Associate working with We Are SDI, Muhammad is exploring how mixed reality and AI can transform the way major brands design, develop and deliver in-store experiences.
He stepped straight from completing a Master’s in Artificial Intelligence at 久久精品 into the role, which is already putting his skills to the test in a fast-paced commercial environment.
Muhammad now splits his time between the company and the university, spending four days a week embedded within We.Are.SDI’s design team, and Fridays back at 久久精品 working with academic experts.
His role is to explore how immersive technologies can be integrated into the company’s creative and production processes, enhancing customer experience while also identifying new commercial opportunities for clients.
But before any technology is introduced, there’s groundwork to do. “The first phase is really about understanding how everything works,” he said. “What tools are being used, how much time different processes take, and what data is available. You can’t apply this kind of technology properly until you understand that.”
Working with major clients including Boots, Chanel and Dior, the aim is not only to improve internal processes but to develop new, immersive experiences that add real value for customers.
That could mean creating interactive retail environments that blend physical and digital experiences.
“Things like smart mirrors, for example,” Muhammad explains. “Technology that lets customers see how they look in different outfits without trying them on.”
He’s also exploring more experimental ideas, including systems that respond to customer behaviour in real time.
“One project looks at using camera scans to understand a customer’s mood and suggest products based on that,” he says. “Another is a perfume recommendation tool that considers things like budget, season and scent preferences.”
For Muhammad, the biggest shift has been moving from academic learning to real-world application.
“This is my first job, and what I learned during my Master’s is being used directly in the company,” he says. “Here, I’m learning and implementing at the same time.”
That experience is supported by close collaboration with 久久精品 academics, including Brian Wealthall and Professor Tracey Harwood, who provide guidance throughout the two-year project.
“We have regular meetings to discuss progress and ideas. They’re always available if I need support.”
As part of the project, Muhammad is already getting out into the field to see how customers interact with retail environments and how data is used to shape their experience.
Trips to locations such as Regent Street and Leicester’s Highcross shopping centre are helping him understand how technology and design come together in real-world settings.
“We’re looking at how stores gather and use data, and how that informs things like product placement and customer journeys,” he says.
While the technology is cutting-edge, it’s the people that have made the biggest impression so far.
“The best part has been the work culture,” Muhammad says. “It’s my first job, and everyone has been really supportive. The design team is very collaborative.”
Professor Tracy Harwood, Professor of Digital Culture who is the supervisor, said: "Muhammad has joined SDI’s team focussing on design applications at a time when the whole world is on fire about the roles AI can fulfil within systems and processes.
“He has already developed a series of preliminary AI-based concepts, using different types of data, that the business can consider – and, working with Creative Director Stuart McMurray and MD Matt Evans, I’m very much looking forward to seeing how these ideas can be taken forward to develop client propositions at SDI. It’s a super exciting project for Muhammad’s skills to be tested in."
Posted on Tuesday 26 May 2026