Immersive and Generative Technology: New Tools for Marketing, New Tools for Consumer Response
本文综述了增强现实、虚拟现实等沉浸式技术和生成式AI如何重塑营销实践与消费者体验，并讨论了其带来的参与度提升、可及性、真实性和数字疲劳等问题，为管理者提供整合建议。
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.