Document Type
Article
Publication Date
1-1-2025
Abstract
Immersive technologies, including AR, VR, XR, and generative technologies such as Gen‐AI, are reinventing marketing practice and consumer experience. In this article we provide an introductory review of how these technologies are (re)shaping consumer behavior in domains where the physical and digital converge, and consumers' response to them. Our review finds that while immersive technologies enhance engagement through personalization and multisensory feedback, they also raise concerns about accessibility, authenticity, and digital fatigue. Similarly, Gen‐AI, which is transforming many facets of marketing, including customer service, product development, marketing communications, and consumer research, raises new questions related to attribution, co‐creation, authenticity, and transparency. We outline our contributions to theory, propose managerial guidelines for integrating these technologies into marketing practice, and identify future research questions.
Original Publication Citation
Pizzi, G., Matta, S., Caboni, F. and Stewart, D.W. (2025), Immersive and Generative Technology: New Tools for Marketing, New Tools for Consumer Response. Psychology & Marketing. https://doi.org/10.1002/mar.70036
Digital Commons @ LMU & LLS Citation
Stewart, David W.; Pizzi, Gabrielle; Matta, Shashi; and Caboni, Federica, "Immersive and Generative Technology: New Tools for Marketing, New Tools for Consumer Response" (2025). Marketing & Business Law Faculty Works. 115.
https://digitalcommons.lmu.edu/mbl_fac/115
