Designing a Generative Persuasive Marketing Framework Based on Autonomous Artificial Intelligence Agents in the Metaverse
Subject Areas : Technology Management
dorna abdollahi
1
*
,
mohammad mohammadi
2
1 - Associate Faculty, Department of Business Administration, Islamic Azad University, Central Tehran Branch, Tehran, Iran
2 - Associate Faculty, Department of Public Administration, Islamic Azad University, Central Tehran Branch, Tehran, Iran
Keywords: Generative Persuasive Marketing, Autonomous Artificial Intelligence Agents, Metaverse, Thematic Analysis, Intelligent Marketing, Human–Machine Interaction,
Abstract :
The rapid advancement of intelligent technologies and the emergence of the Metaverse have transformed the traditional boundaries of marketing and paved the way for new forms of interaction between humans and machines. In this environment, autonomous artificial intelligence agents play a crucial role in understanding user behavior, analyzing preferences, and generating persuasive experiences, thereby evolving marketing approaches from linear and one-way models to dynamic and interactive systems. Given this fundamental transformation, there is a growing need to design a scientific and conceptual framework for generative persuasive marketing within Metaverse technologies to align digital persuasion strategies with users’ cognitive, emotional, and experiential needs. This study adopts a qualitative approach and employs the thematic analysis method. Data were collected through a systematic review of relevant literature and semi-structured interviews with fifteen experts in digital marketing, user experience design, and artificial intelligence. Data analysis was conducted using Braun and Clarke’s six-phase model. The findings identified four main themes: “agents’ persuasive intelligence,” “personalized and adaptive content generation,” “emotional interaction in Metaverse environments,” and “ethics and trust in autonomous decision-making.” The results indicate that the proposed framework can serve as a foundation for developing human-centered and intelligent marketing strategies in the Metaverse, enhancing user experience quality and the effectiveness of persuasive processes. Ultimately, this research outlines a new pathway for the convergence of artificial intelligence technologies, the Metaverse, and digital marketing.
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