AI-Driven Personalized Content for Mobile AR Makeup Try-On: Mitigating Decision Uncertainty and Eliciting Impulse Purchase Intention

DOI

10.2991/978-94-6239-801-6_136How to use a DOI?

Keywords

AI Driven Personalization; Decision Uncertainty; Impulse Purchase Intention; AR Try On; Mobile Commerce

Abstract

The coming together of artificial intelligence and augmented reality has opened new roads for individualized experiences in mobile business, but the ways through which content led by AI that is personalized affects consumers’ making of decisions are still not sufficiently researched. With Sephora’s Virtual Artist virtual try-on tool as the focusing object, the present study utilizes a case study method to explore how artificial intelligence-propelled individualized content—constructed on the basis of skin hue analysis and past try-on conduct—influences consumers’ decision uncertainty and impulsive purchase intention. Based on semi-structured deep interviews toward 18 heavy users and open platform data which everybody can get, the analysis has found three key results. First, AI-based individual recommendations which are based on skin-color screening and behavior tracing greatly decrease users’ uncertainty in making decisions for matching products. Second, the cutting of decision uncertainty builds good situation for emotion stirring, hence it promotes impulse purchase wish. Third, the degree of individual customization shows an inverted U-shaped connection with impulsive buying intention: moderate individual customization brings the best results, thus excessive individual customization has negative influence on outcomes through damaging user’s independent choice and the seeking of variety. According to these discovered results, this paper puts forward three strategy suggestions: building a dynamic skin color-behavior combination recommendation graph, carrying out the 80/20 individuation ratio principle, and using emotion induction factors in low-uncertainty time periods. This research gives a theoretical expansion on the crossing point of intelligent personalization sale and immersion technologies; therefore, it also provides actual direction for optimizing AR try-on functions in beauty brand companies.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yifeng Li
PY  - 2026
DA  - 2026/10/23
TI  - AI-Driven Personalized Content for Mobile AR Makeup Try-On: Mitigating Decision Uncertainty and Eliciting Impulse Purchase Intention
BT  - Proceedings of the 2026 2nd International Conference on Financial Innovation and Marketing Management (FIMM 2026)
PB  - Atlantis Press
SP  - 1309
EP  - 1320
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-801-6_136
DO  - 10.2991/978-94-6239-801-6_136
ID  - Li2026
ER  -