Abstract

In the contemporary digital age, Artificial Intelligence (AI) has equated with reshaping human life as it is crucial in performing difficult cognitive tasks like efficient learning, problem-solving and decision-making without any human interference. Artificial Intelligence is revolutionizing current scenario of advertising as it facilitates remarkable levels of personalization, automated content creation, and statistical analysis. AI-powered Augmented Reality (AR) helps in analyzing, interpreting and recognizing the physical world environment to ensure alignment of elements in virtual and real physical space. Virtual Reality (VR) enabled by AI helps in developing responsive stimulus which adapts and responds to user’s action. With this metamorphosis and shift of paradigm, advertising adapts to more dynamic, interactive and user-friendly approach. Despite accelerated adaption of AI-driven AR and VR technologies in advertising through the lens of advancement holds potential, there is a need to analyse the conceptual and practical shifts brought by them in contemporary advertising strategies with special reference to their impact on audience engagement, ethics and creativity. The objectives of the study aim to examine the transformation through AI integrated AR and VR in contemporary advertising strategies, analyse practical implications on brand perception, audience engagement, and communication effectiveness, and to explore future potential and limitations of integrating AI, AR and VR. The study has empirical orientation. To explore the conceptual and practical shifts caused in advertising patterns the research uses qualitative and conceptual research design. The aim of the study is to analyse advertising in Myntra, which is a fashion and lifestyle e-commerce platform and Lenskart an online-offline optical retail chain which uses AI-integrated Augmented Reality and Virtual Reality by using existing scholarly analysis, published reports and case studies.