Application of Virtual Reality (VR) and Artificial Intelligence (AI) in sensory methods with foods: An integrative review
DOI:
https://doi.org/10.33448/rsd-v15i1.50486Keywords:
Ecological validity, Contextual congruence, Consumer behavior.Abstract
The incorporation of advanced digital technologies, such as Virtual Reality (VR) and Artificial Intelligence (AI), has expanded the methodological possibilities of sensory analysis, particularly with regard to narrowing the gap between experimental environments and real consumption situations, as well as to the processing of large volumes of data generated in these trials. In this context, the objective of this study is to analyze how Virtual Reality (VR) and Artificial Intelligence (AI) have been used to mimic real consumption contexts and influence sensory perception, as well as to support data processing. An integrative review was conducted, selecting studies published between 2018 and 2025, indexed in databases such as Scopus, Web of Science, and ScienceDirect, with a focus on VR and AI, sensory science, and consumer behavior. From the universe of articles and publications identified, nine met the inclusion criteria and were selected for use in this study. The results indicate that VR significantly increases consumer engagement and that congruence between the virtual environment and the product is essential for acceptability. It is concluded that Virtual Reality (VR) and Artificial Intelligence (AI) are becoming essential pillars in the modernization of sensory methods. The mimicry of real contexts through VR is effective in overcoming the limitations of traditional sensory booths, and the integration of AI models represents a critical advancement, as it enables the conversion of large volumes of subjective sensory data into accurate predictive models, identifying specific emotions and guiding product design in a personalized and efficient manner.
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