Machine Learning-Driven XR Interface Using ERP Decoding

This study introduces a machine learning–driven extended reality (XR) interaction framework that leverages electroencephalography (EEG) for decoding consumer intentions in immersive decision-making tasks, demonstrated through functional food purchasing within a simulated autonomous vehicle setting. Recognizing inherent limitations in traditional “Preference vs. Non-Preference” EEG paradigms for immersive product evaluation, we propose a novel and robust “Rest vs. Intention” classification approach that significantly enhances cognitive signal contrast and improves interpretability. Eight healthy adults participated in immersive XR product evaluations within a simulated autonomous driving environment using the Microsoft HoloLens 2 headset (Microsoft Corp., Redmond, WA, USA). Participants assessed 3D-rendered multivitamin supplements systematically varied in intrinsic (ingredient, origin) and extrinsic (color, formulation) attributes. Event-related potentials (ERPs) were extracted from 64-channel EEG recordings, specifically targeting five neurocognitive components: N1 (perceptual attention), P2 (stimulus salience), N2 (conflict monitoring), P3 (decision evaluation), and LPP (motivational relevance). Four ensemble classifiers (Extra Trees, LightGBM, Random Forest, XGBoost) were trained to discriminate cognitive states under both paradigms. The ‘Rest vs. Intention’ approach achieved high cross-validated classification accuracy (up to 97.3% in this sample), and area under the curve (AUC > 0.97) SHAP-based interpretability identified dominant contributions from the N1, P2, and N2 components, aligning with neurophysiological processes of attentional allocation and cognitive control. These findings provide preliminary evidence of the viability of ERP-based intention decoding within a simulated autonomous-vehicle setting. Our framework serves as an exploratory proof-of-concept foundation for future development of real-time, BCI-enabled in-transit commerce systems, while underscoring the need for larger-scale validation in authentic AV environments and raising important considerations for ethics and privacy in neuromarketing applications.