Marriott uses virtual and augmented reality technologies to allow event organizers and customers to visualize potential event setups in 360-degree, 3D environments. This helps make the planning process easier. The Levi's Store uses Internet of Things technologies in collaboration with Intel to create a seamless transaction process for employees and customers. Some examples are tracking inventory and streamlining checkouts. Google is working with the city of Toronto on smart city projects like developing a new waterfront community from scratch focused on technology. Potential smart city initiatives include improving transportation, managing utilities more efficiently, and enhancing public safety. Challenges could include privacy issues, upfront costs, and ensuring equal access to technology.