Integrating Augmented Reality and Artificial Intelligence Technologies to Enhance the Quality of Interactive Advertising

In light of the rapid advancements in digital technologies and the growing need for innovative strategies to capture attention and enhance audience engagement, this research explores the impact of integrating Augmented Reality (AR) and Artificial Intelligence (AI) technologies in enhancing the quality of interactive advertising. The study aims to present an analytical overview of how the combined use of AR and AI can be leveraged to create advertising content with greater adaptability and personalization aligned with consumer preferences and behavioral patterns.

The research emphasizes the role of AR as a technology that superimposes virtual elements onto the real environment of users, highlighting the most prominent forms of interactive advertising that utilize AR to deliver highly immersive sensory and visual engagement. In parallel, it examines the function of AI in collecting and processing consumer data—particularly behavioral and preference-related information—while focusing on the use of machine learning and deep learning techniques to predict user needs and dynamically personalize advertising content.

This study also aims to demonstrate the evolution of digital advertising by integrating AR and AI, transforming static advertising messages into dynamic interactive experiences capable of real-time adaptation to individual user behavior and interests. Additionally, it explores emerging technological trends and their potential role in advancing the field of interactive advertising to enhance both its effectiveness and the overall quality of the consumer experience.

The research adopts a descriptive-analytical methodology, analyzing real-world advertising models that have employed both AR and AI technologies. It illustrates how this technological integration contributes to improving advertising design quality through adaptable, interactive elements, as well as enhancing visual appeal and enriching the user experience.

One of the key findings of the study is the proven effectiveness of combining AR and AI in generating personalized digital advertising experiences that amplify users’ emotional and behavioral engagement with marketing messages. This integration also fosters user autonomy by enabling individuals to control their advertising experiences—interacting with products at a time, place, and manner that suits their personal preferences.