Corresponding Manager: Veronica Marozzo (veronica.marozzo@unime.it)
Track Manager(s): Veronica Marozzo, Alfonso Vargas-Sanchez, Tindara Abbate, Dariia Goshchynska, Angelo Presenza
Description
Artificial Intelligence (AI), including generative and predictive models, and immersive technologies—specifically Augmented Reality (AR), Virtual Reality (VR), and Virtual Try-On (VTO)—are driving the shift to hyper-personalized, seamless hybrid experiences. This focus is on the strategic transformation required to harness these technologies.
We target theoretical and empirical contributions analyzing how organizations must fundamentally transform business models, operational architectures, and culture. We solicit papers addressing key pillars for competitive advantage, such as:
– Value Co-Creation: User-organization co-design and feedback loops (virtual co-creation)
– Experience Design: Design and impact of Digital Twins and smart environments in retail, healthcare, tourism, education, etc.
– Organizational Change: Examining the required operational transformation and resource alignment
– Societal Impact: Critical analyses on the Ethical, regulatory, and privacy implications of AI and immersive data collection.
We particularly encourage research that studies diverse contexts and user roles—such as patients in healthcare, citizens in public services, students, and tourists—offering actionable insights into redefining the relationship between individuals (users) and transformed organizations. Submissions with advanced methodological rigor are highly valued.
Keywords
Artificial Intelligence; Hybrid Experiences; Digital Twin; Digital Transformation; Engagement.
Key References
Hazzan-Bishara, A., Kol, O., & Levy, S. (2025). The factors affecting teachers’ adoption of AI technologies: A unified model of external and internal determinants. Education and Information Technologies, 1-27.
Helal, M. Y., & Saleh, M. I. (2024). The art of artificial intelligence illusion: Exposing digital deception in the hospitality industry. Journal of Global Hospitality and Tourism, 3(1), 78-85.
Partarakis, N., & Zabulis, X. (2024). A review of immersive technologies, knowledge representation, and AI for human-centered digital experiences. Electronics, 13(2), 269.