Human-AI in Digital Media: Effects on Digital Twins and the Moderating Role of Personalized Advertising

Digital media technology has revolutionized various industries, particularly through its integration with digital twin (DT) technology. A digital twin is a dynamic virtual model of a physical object, system, or process that enables real-time simulation, optimization, and data-driven decision-making. This study investigates the impact of digital media technology on digital twins, with a specific focus on the moderating role of Human-AI-driven personalized advertising. Adopting a qualitative research approach, this study utilizes semi-structured interviews with industry experts and case study analyses of companies leveraging digital twins. Grounded in the Technology Acceptance Model (TAM) and Media Richness Theory (MRT), the findings reveal that digital media technology, enhanced by Human-AI innovation, improves digital twins by increasing interactivity, real-time data transmission, and user engagement. Moreover, Human-AI-driven personalized advertising strengthens this relationship by fostering deeper consumer engagement, enhancing brand loyalty, and enabling real-time customization in digital twin ecosystems. This study offers both theoretical and practical contributions by bridging digital media technology, digital twins, Human-AI innovation, and marketing personalization strategies.