Bridging Reality and Virtuality: The Role of AR/VR in Personalized Marketing Strategies

S. N. Ismael and S.N.K.a Ibrahim
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S. N. Ismael: Azman Hashim International Business School, Universiti Teknologi
S.N.K.a Ibrahim: Department of Electronic Systems Engineering (ESE), Malaysia-Japan International Institute of Technology (MJIIT), Universiti Teknologi

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 11, 1327-1333

Abstract: Augmented Reality (AR) and Virtual Reality (VR) are transforming personalized marketing by enabling immersive, interactive, and data-driven consumer experiences. These technologies, collectively referred to as Extended Reality (XR), are redefining customer engagement, brand loyalty, and purchasing behavior. AR enhances real-world environments by overlaying digital content, allowing for virtual product try-ons and interactive advertisements. Meanwhile, VR provides fully immersive experiences that strengthen emotional brand connections through virtual storefronts, simulations, and storytelling. This paper explores the integration of AR/VR in personalized marketing strategies, highlighting their applications in retail, tourism, and advertising. Businesses are leveraging these technologies to create tailored experiences that cater to individual consumer preferences, enhancing satisfaction and conversion rates. The role of artificial intelligence (AI) in optimizing AR/VR interactions further enhances personalization by analyzing consumer data to deliver highly customized content. Despite the significant advantages, challenges such as high development costs, privacy concerns, and hardware limitations hinder widespread adoption. However, continuous advancements in AI, data analytics, and user experience optimization are driving broader implementation. The findings suggest that strategic investment in AR/VR will be crucial for businesses aiming to maintain a competitive edge in an increasingly digital marketplace.

Date: 2025
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