The Convergent Immersive Consumer Experience (CICE) Framework: A Conceptual Model of VR-AR-AI Integration in Promotion Management

The convergence of Augmented Reality (AR), Virtual Reality (VR) and Artificial Intelligence (AI) within connected devices is reshaping brand promotions, yet existing theoretical frameworks examine these three technologies in isolation. This study introduces the Convergent Immersive Consumer Experience (CICE) framework, which reconceptualises the Stimulus-Organism-Response (S-O-R) model for the connected devices ecosystem. The framework identifies three stimulus affordances (sensory immersion, contextual augmentation, and AI-driven adaptive personalization) and proposes Convergence Synergy as an emergent mechanism operating beyond the sum of individual technologies’ effects through three underlying processes: adaptive contextual narrative, embodied personalized presence, and real-time experiential co-creation. Three moderating conditions are specified: orchestration quality as a structural moderator, consumer privacy concern as a consumer trait, and perceived algorithmic transparency as a consumer perception of the brand’s AI practices. Eight research propositions grounded in Presence Theory, Cognitive Load Theory, and Flow Theory delineate how convergent stimuli are processed via cognitive, affective, and conative pathways to influence engagement, brand attitudes, purchase intention, and advocacy. The paper provides operationalization guidance and discusses feasibility of empirical testing, concluding with implications for promotion management, managerial decision levers, and campaign design principles for AI-enabled convergent smart marketing.