{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,10,22]],"date-time":"2025-10-22T22:58:25Z","timestamp":1761173905418,"version":"build-2065373602"},"reference-count":60,"publisher":"Frontiers Media SA","license":[{"start":{"date-parts":[[2025,10,17]],"date-time":"2025-10-17T00:00:00Z","timestamp":1760659200000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":["frontiersin.org"],"crossmark-restriction":true},"short-container-title":["Front. Artif. Intell."],"abstract":"<jats:p>Digitalization is influencing the design, development, and management of products across myriad industries, transforming traditional products into smart ones. Among digital technologies and models, the digital twin (DT) is regarded as an important contribution to the advancement of physical entity management. DTs are virtual representations of physical objects or systems, which are continuously updated with real-time data collected from their physical counterparts. Surprisingly, DT has yet to be applied in marketing. This study aims, accordingly, first, to introduce the DT concept and, second, to explore the human factor (human-in-the-loop) in DT. Third, elaborate on the DT cockpit (the DT\u2019s interactive element) in the product management paradigm. Specifically, the authors use vehicles as a case study to show how interactive digital twins (IDTs) can be employed to predict and optimize vehicle performance, reliability, sustainability, and customer satisfaction. To conceptualize IDT for smart products and marketing analytics, the customer-centric Technology Acceptance Model (TAM) is employed. As this is the first study to explore DT technology in marketing, the DT concept\u2019s main attributes are discussed, significant contributions are suggested, and avenues for future research are delineated.<\/jats:p>","DOI":"10.3389\/frai.2025.1685702","type":"journal-article","created":{"date-parts":[[2025,10,20]],"date-time":"2025-10-20T05:23:10Z","timestamp":1760937790000},"update-policy":"https:\/\/doi.org\/10.3389\/crossmark-policy","source":"Crossref","is-referenced-by-count":0,"title":["Digital twin-enabled interactive cockpits for smart products management and testing"],"prefix":"10.3389","volume":"8","author":[{"given":"Matti","family":"Rachamim","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Jacob","family":"Hornik","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1965","published-online":{"date-parts":[[2025,10,17]]},"reference":[{"key":"ref1","doi-asserted-by":"publisher","first-page":"100398","DOI":"10.1016\/j.dajour.2024.100398","article-title":"Digital twins and industrial internet of things: uncovering operational intelligence in industry 4.0","volume":"10","author":"Attaran","year":"2024","journal-title":"Decis. Anal. J."},{"key":"ref2","doi-asserted-by":"crossref","first-page":"324","DOI":"10.1201\/9781003496410-19","article-title":"Digital twins for industry 4.0 and 5.0","volume-title":"Artificial intelligence for intelligent systems","author":"Bala","year":"2024"},{"key":"ref3","doi-asserted-by":"publisher","first-page":"101121","DOI":"10.1016\/j.cola.2022.101121","article-title":"Process-aware digital twin cockpit synthesis from event logs","volume":"70","author":"Bana","year":"2022","journal-title":"J. Comput. Lang."},{"key":"ref4","doi-asserted-by":"publisher","first-page":"79","DOI":"10.1080\/10447318.2022.2118189","article-title":"Digital twins in human computer interaction: a systematic review","volume":"40","author":"Barricelli","year":"2024","journal-title":"Int. J. Hum. Comput. Int."},{"key":"ref5","doi-asserted-by":"publisher","first-page":"1","DOI":"10.1007\/s10462-018-9654-y","article-title":"A review on deep learning for recommender systems: challenges and remedies","volume":"52","author":"Batmaz","year":"2019","journal-title":"Artif. Intell. Rev."},{"key":"ref6","first-page":"42","article-title":"On the road to an automotive digital twin","volume":"54","author":"Blake","year":"2024","journal-title":"Commun. Assoc. Inf. Syst."},{"key":"ref9001","first-page":"108","article-title":"Enhanced buying experiences in smart cities: The SMARTBUY approach. In Ambient Intelligence \u2013 15th European Conference, AmI 2019, Rome, Italy, November 13\u201315, 2019","volume-title":"Proceedings, Lecture Notes in Computer Science","author":"Bourg","year":"2019"},{"year":"2018","author":"Chen","key":"ref7"},{"year":"2020","author":"Dalibor","key":"ref8"},{"key":"ref9","doi-asserted-by":"publisher","first-page":"655","DOI":"10.3390\/s24020655","article-title":"Human digital twin in industry 5.0: a holistic approach to worker safety and well-being through advanced AI and emotional analytics","volume":"24","author":"Davila-Gonzalez","year":"2024","journal-title":"Sensors"},{"key":"ref10","doi-asserted-by":"publisher","first-page":"916","DOI":"10.1016\/j.tree.2023.04.010","article-title":"Digital twins: dynamic model-data fusion for ecology","volume":"38","author":"de Koning","year":"2023","journal-title":"Trends Ecol. Evol."},{"key":"ref11","doi-asserted-by":"publisher","first-page":"1","DOI":"10.1177\/0022242920977093","article-title":"Marketing thinking and doing","volume":"85","author":"Deighton","year":"2021","journal-title":"J. Mark."},{"key":"ref12","doi-asserted-by":"publisher","first-page":"5188","DOI":"10.1109\/LRA.2023.3291895","article-title":"Cognitive-digital-twin-based driving assistance","volume":"8","author":"Diao","year":"2023","journal-title":"IEEE Robot. Autom. Lett."},{"key":"ref13","first-page":"1","article-title":"When and how digital novel technologies matter to firm marketing performance","volume":"12","author":"Gnizy","year":"2024","journal-title":"J. Mark. Anal."},{"key":"ref14","first-page":"13","article-title":"Technology acceptance in the literature from 2020 to 2024","volume":"2","author":"Gonzalez","year":"2024","journal-title":"IPHO J. Adv. Res. Sci. Eng."},{"key":"ref15","doi-asserted-by":"crossref","first-page":"532","DOI":"10.1108\/SASBE-08-2020-0115","article-title":"Exploring applicability, interoperability and Integrability of Blockchain-based digital twins for asset life cycle management","volume":"11","author":"G\u00f6tz","year":"2020","journal-title":"Smart Sust. Built Environ."},{"key":"ref16","doi-asserted-by":"publisher","first-page":"26","DOI":"10.1016\/j.intmar.2020.04.003","article-title":"Digital analytics: modeling for insights and new methods","volume":"51","author":"Gupta","year":"2020","journal-title":"J. Interact. Mark."},{"year":"2021","author":"Holmes","key":"ref17"},{"key":"ref18","doi-asserted-by":"crossref","first-page":"1242574","DOI":"10.3389\/frai.2023.1242574","article-title":"Fog computing: a platform for big-data marketing analytics","volume":"6","author":"Hornik","year":"2023","journal-title":"Front. Artif. Int."},{"year":"2016","author":"Hutabarat","key":"ref19"},{"key":"ref20","doi-asserted-by":"publisher","first-page":"2220","DOI":"10.1080\/00207543.2023.2217291","article-title":"Conceptualisation of a 7-element digital twin framework in supply chain and operations management","volume":"62","author":"Ivanov","year":"2024","journal-title":"Int. J. Prod. Res."},{"year":"2019","author":"Kaiser","key":"ref21"},{"year":"2018","author":"Kaiser","key":"ref22"},{"key":"ref23","doi-asserted-by":"publisher","first-page":"22","DOI":"10.1016\/j.ijresmar.2016.11.006","article-title":"Digital marketing: a framework, review and research agenda","volume":"34","author":"Kannan","year":"2017","journal-title":"Int. J. Res. Mark."},{"key":"ref24","doi-asserted-by":"crossref","first-page":"107","DOI":"10.1016\/j.engappai.2023.107620","article-title":"Explainable, interpretable, and trustworthy AI for an intelligent digital twin: a case study on remaining useful life","volume":"129","author":"Kobayashi","year":"2024","journal-title":"Eng. Appl. Artif. Intell."},{"key":"ref25","first-page":"1","article-title":"Implementation of digital twins as a tool for increasing the efficiency of business operations","volume":"22","author":"Korepin","year":"2024","journal-title":"Econ. Innov. New Technol."},{"key":"ref26","doi-asserted-by":"crossref","DOI":"10.1007\/978-3-031-59637-7","volume-title":"Transformative Marketing","author":"Kumar","year":"2024"},{"key":"ref27","first-page":"149","article-title":"The emergence and development of the technology acceptance model (TAM)","volume":"7","author":"Lala","year":"2014","journal-title":"Marketing Inf. Decision"},{"key":"ref28","doi-asserted-by":"publisher","first-page":"102649","DOI":"10.1016\/j.rcim.2023.102649","article-title":"An ontology-based data-model coupling approach for digital twin","volume":"86","author":"Ma","year":"2024","journal-title":"Robot. Comput. Integr. Manuf."},{"key":"ref29","doi-asserted-by":"publisher","first-page":"136","DOI":"10.1509\/jmkg.75.4.136","article-title":"A framework for conceptual contributions in marketing","volume":"75","author":"MacInnis","year":"2011","journal-title":"J. Mark."},{"volume-title":"Paris Olympic 2024: Digital twins technology will make Olympic games more efficient","year":"2024","key":"ref30"},{"year":"2023","author":"Moiz","key":"ref31"},{"key":"ref9002","doi-asserted-by":"crossref","first-page":"1","DOI":"10.31181\/dmame8120251181","article-title":"Expert twin: A digital twin with an integrated fuzzy-based decision-making module","author":"Monek","year":"2025","journal-title":"Decis. Mak. Appl. Manag. Eng."},{"key":"ref32","doi-asserted-by":"crossref","first-page":"210","DOI":"10.1002\/aisy.202100122","article-title":"Intelligent in-vehicle interaction technologies","volume":"4","author":"Murali","year":"2022","journal-title":"Adv. Intell. Syst."},{"volume-title":"Foundational research gaps and future directions for digital twins","year":"2024","key":"ref33"},{"key":"ref34","doi-asserted-by":"publisher","first-page":"13015","DOI":"10.1111\/ijcs.13015","article-title":"Digital transformation: a multidisciplinary perspective and future research agenda","volume":"48","author":"Paul","year":"2024","journal-title":"Int. J. Consum. Stud."},{"key":"ref35","doi-asserted-by":"publisher","first-page":"263","DOI":"10.1057\/s41270-023-00245-3","article-title":"Hybrid intelligence: human\u2013AI collaboration in marketing analytics","volume":"11","author":"Petrescu","year":"2023","journal-title":"J. Mark. Anal."},{"key":"ref36","doi-asserted-by":"publisher","first-page":"3","DOI":"10.1016\/j.jmsy.2019.10.001","article-title":"Enabling technologies and tools for digital twin","volume":"58","author":"Qi","year":"2021","journal-title":"J. Manuf. Syst."},{"key":"ref37","doi-asserted-by":"publisher","first-page":"3926","DOI":"10.1080\/00207543.2022.2116499","article-title":"Enabling collaboration on digital platforms: a study of digital twins","volume":"61","author":"Reim","year":"2023","journal-title":"Int. J. Prod. Res."},{"key":"ref38","doi-asserted-by":"publisher","first-page":"359","DOI":"10.1613\/jair.1.15348","article-title":"Human-in-the-loop reinforcement learning: a survey and position on requirements, challenges, and opportunities","volume":"79","author":"Retzlaff","year":"2024","journal-title":"J. Artif. Intell. Res."},{"key":"ref39","doi-asserted-by":"publisher","first-page":"179","DOI":"10.1108\/JRIM-04-2018-0062","article-title":"Digital marketing adoption and success for small businesses: the application of the do-it-yourself and technology acceptance models","volume":"13","author":"Ritz","year":"2019","journal-title":"J. Res. Interact. Mark."},{"key":"ref40","doi-asserted-by":"publisher","first-page":"10911","DOI":"10.1016\/j.ifacol.2020.12.2829","article-title":"Towards a cyber-physical PLM environment: the role of digital product models, intelligent products, digital twins, product avatars and digital shadows","volume":"53","author":"Romero","year":"2020","journal-title":"IFAC-PapersOnLine"},{"key":"ref41","doi-asserted-by":"publisher","first-page":"100383","DOI":"10.1016\/j.jii.2022.100383","article-title":"Digital twins: state of the art theory and practice, challenges, and open research questions","volume":"30","author":"Sharma","year":"2022","journal-title":"J. Ind. Inf. Integr."},{"key":"ref42","doi-asserted-by":"crossref","first-page":"101","DOI":"10.1016\/j.inffus.2023.101940","article-title":"Intelligent layout generation based on deep generative models: a comprehensive survey","volume":"100","author":"Shi","year":"2023","journal-title":"Inf. Fusion"},{"key":"ref43","doi-asserted-by":"publisher","first-page":"487","DOI":"10.1016\/j.vrih.2022.06.004","article-title":"Empowering digital twins with extended reality collaborations","volume":"4","author":"Stacchio","year":"2022","journal-title":"Virtual Reality Int. Hardware"},{"key":"ref44","doi-asserted-by":"publisher","first-page":"3563","DOI":"10.1007\/s00170-017-0233-1","article-title":"Digital twin-driven product design, manufacturing, and service with big data","volume":"94","author":"Tao","year":"2018","journal-title":"Int. J. Adv. Manuf. Technol."},{"key":"ref45","doi-asserted-by":"publisher","first-page":"490","DOI":"10.1038\/d41586-019-02849-1","article-title":"Make More Digital Twins","volume":"573","author":"Tao","year":"2019","journal-title":"Nature"},{"key":"ref46","doi-asserted-by":"publisher","first-page":"433","DOI":"10.1108\/MBE-09-2022-0104","article-title":"Impacts of digital twins on new business creation: insights from manufacturing industry","volume":"27","author":"Timperi","year":"2023","journal-title":"Meas. Bus. Excell."},{"key":"ref47","doi-asserted-by":"publisher","first-page":"882","DOI":"10.1109\/THMS.2016.2596099","article-title":"Discrete event simulation and virtual reality use in industry: new opportunities and future trends","volume":"46","author":"Turner","year":"2016","journal-title":"IEEE Trans. Hum.-Mach. Syst."},{"key":"ref48","doi-asserted-by":"publisher","first-page":"96","DOI":"10.1016\/j.intmar.2010.02.004","article-title":"Interactive technologies and retailing strategy: a review, conceptual framework and future research directions","volume":"24","author":"Varadarajan","year":"2010","journal-title":"J. Interact. Mark."},{"key":"ref49","doi-asserted-by":"publisher","first-page":"1","DOI":"10.1007\/s13162-020-00173-w","article-title":"Advancing conceptual-only articles in marketing","volume":"10","author":"Vargo","year":"2020","journal-title":"AMS Rev."},{"key":"ref50","first-page":"568","article-title":"Digital twin in the motorized (automotive \/ vehicle) industry","volume":"19","author":"Wadhwa","year":"2023","journal-title":"Int. J. Perf. Eng."},{"key":"ref51","doi-asserted-by":"publisher","first-page":"109881","DOI":"10.1016\/j.cie.2024.109881","article-title":"Does Blockchain technology need to be introduced in the closed-loop supply chain based on product lifecycle management?","volume":"22","author":"Wang","year":"","journal-title":"Comput. Ind. Eng."},{"key":"ref52","doi-asserted-by":"publisher","first-page":"166","DOI":"10.1080\/09537325.2022.2026320","article-title":"Bibliometric analysis of digital twin literature: a review of influencing factors and conceptual structure","volume":"36","author":"Wang","year":"","journal-title":"Tech. Anal. Strat. Manag."},{"key":"ref53","doi-asserted-by":"publisher","first-page":"3892","DOI":"10.1080\/00207543.2018.1497819","article-title":"Digital twin-based WEEE recycling, recovery and remanufacturing in the background of industry 4.0","volume":"57","author":"Wang","year":"2019","journal-title":"Int. J. Prod. Res."},{"year":"2023","author":"Wu","key":"ref54"},{"key":"ref55","doi-asserted-by":"publisher","first-page":"364","DOI":"10.1016\/j.future.2022.05.014","article-title":"A survey of human-in-the-loop for machine learning","volume":"135","author":"Wu","year":"2022","journal-title":"Futur. Gener. Comput. Syst."},{"key":"ref56","first-page":"41","article-title":"Foundation models for decision making: problems, methods, and opportunities","volume":"2303","author":"Yang","year":"2023","journal-title":"arXiv preprint arXiv"},{"key":"ref57","doi-asserted-by":"publisher","first-page":"500","DOI":"10.1016\/j.chb.2016.02.082","article-title":"Convergence adoption model (CAM) in the context of a smart Car service","volume":"60","author":"Yoon","year":"2016","journal-title":"Comput. Human Behav."},{"key":"ref58","doi-asserted-by":"publisher","first-page":"5","DOI":"10.1007\/s00170-015-7702-1","article-title":"Visualization of RFID-enabled shopfloor logistics big data in cloud manufacturing","volume":"84","author":"Zhong","year":"2016","journal-title":"Int. J. Adv. Manuf. Technol."}],"container-title":["Frontiers in Artificial Intelligence"],"original-title":[],"link":[{"URL":"https:\/\/www.frontiersin.org\/articles\/10.3389\/frai.2025.1685702\/full","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,10,22]],"date-time":"2025-10-22T06:46:49Z","timestamp":1761115609000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.frontiersin.org\/articles\/10.3389\/frai.2025.1685702\/full"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2025,10,17]]},"references-count":60,"alternative-id":["10.3389\/frai.2025.1685702"],"URL":"https:\/\/doi.org\/10.3389\/frai.2025.1685702","relation":{},"ISSN":["2624-8212"],"issn-type":[{"type":"electronic","value":"2624-8212"}],"subject":[],"published":{"date-parts":[[2025,10,17]]},"article-number":"1685702"}}