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Logistics services include a variety of operations, from freight transportation and warehousing, to order placement in distribution channels and delivery to customers. In order to increase the efficiency and responsiveness of the supply chain, a digital transformation is being carried out, which includes the business model changes and the introduction of various digital technologies in the planning, management and administration of logistics operations. One of the disruptive technologies is Augmented Reality (AR). The aim of the article is to provide a conceptual view of the use of AR in the logistics and supply chain.