Presentation
Investigating the Impact of Personalization Strategies in XR Advertisements on Engagement, Trust, and Purchase Intent
SessionPoster Session 2
DescriptionExtended Reality (XR) advertising is reshaping digital marketing by offering immersive, AI-powered brand experiences. While XR campaigns by major brands have shown promise in boosting engagement and purchase intent, ethical concerns about personalization and data use remain underexplored. This study investigates how two AI-driven personalization strategies—historical (based on past user behavior) and contextual (based on real-time user interactions)—impact engagement, trust, and purchase intent within XR ads. Using a within-subjects design, UIUC students experienced both personalization conditions via Apple Vision Pro headsets in controlled XR ad environments. Behavioral (e.g., gaze fixation), physiological (e.g., heart rate variability), and survey data were collected to assess user responses. We hypothesize that contextual personalization will enhance engagement due to its responsiveness, while historical personalization may foster greater trust via perceived familiarity. Purchase intent is expected to depend on content relevance in each condition. Preliminary findings will inform best practices for ethically deploying AI personalization in XR advertising. By comparing strategies within the same participants, the study offers actionable insights for marketers and policymakers seeking to balance personalization benefits with user autonomy and comfort in immersive environments.
Event Type
Poster
TimeWednesday, October 15th5:30pm - 6:30pm CDT
LocationRiverside East
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