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The Future of Brand Experience: AI-Powered AR/VR and the Rise of Immersive Interactions
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Author(s): Abdul Basith (Woxsen University, India), Nida Bashiruddin Shaikh (Woxsen University, India), Anikha Ahmed (Woxsen University, India)and Mohd Azhar (New Delhi Institute of Management, India)
Copyright: 2026
Pages: 34
Source title:
AI-Augmented Creativity in Learning Analytics
Source Author(s)/Editor(s): Stavroula Kalogeras (Heriot-Watt University, UAE), Sepideh Samadi (Heriot-Watt University, UAE)and Hamed Nozari (Independent Researcher, Australia)
DOI: 10.4018/979-8-3373-5117-9.ch009
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Abstract
With a generation of technological advancements, AI, AR and VR are the hotspots of a paradigm shift in the interactions between the brands and the consumer. In this chapter, the technology of engaging the consumers in some new forms and ways using these emerging technologies is discussed, where the traditional experiences of a brand are turning to innovative immersive experiences. The key driver in the process, AI fits perfectly into these strategies, boosting data-driven personalization, predictive storytelling, and emotional connection with avatars, chatbots, and recommendation engines. At the same time, the immersive worlds which are fuelled by the technologies of AR and VR are redefining consumer behaviour. This chapter discusses important ethical dilemmas that include data privacy, algorithm bias, and digital fatigue that provide future outlook on metaverse, spatial computing, and digital twins. Overall, the study offers comprehensive road guide the brands can use in walking with the immersive brand experiences in the future.
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