{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,9,4]],"date-time":"2026-09-04T18:13:32Z","timestamp":1788545612531,"version":"build-2803163510"},"reference-count":51,"publisher":"MDPI AG","issue":"5","license":[{"start":{"date-parts":[[2026,9,4]],"date-time":"2026-09-04T00:00:00Z","timestamp":1788480000000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["J. Eye Mov. Res.","JEMR"],"abstract":"<jats:p>Generative artificial intelligence increasingly produces text, images, feedback, summaries, advertisements, synthetic faces, and audiovisual content evaluated alongside human-produced material. This systematic review synthesized comparative eye-tracking evidence on visual attention, cognitive processing, and engagement with AI-generated content. Searches of Scopus, Web of Science, and PubMed yielded 896 records; 23 studies met the eligibility criteria and contributed 778 participants in the review-relevant eye-tracking components. The evidence covered textual, static visual, audiovisual, and interactive outputs. Across heterogeneous designs and tasks, no modality-independent gaze pattern emerged. AI-generated material sometimes attracted more focal inspection, sometimes received less task-relevant attention, and often redistributed gaze across interface elements. Where supported by task characteristics or complementary outcomes, longer viewing was more often associated with processing difficulty, uncertainty, or checking than with preference. Generated summaries supported learning in some settings, whereas realistic synthetic media remained difficult to identify despite focused inspection. Methodological appraisal identified recurrent limitations in sampling, stimulus matching, confounder control, eye-tracking reporting, and documentation of model versions, prompts, generation settings, and output selection. Observed gaze differences were context-dependent and varied with modality, task, comparator, source belief, expertise, output quality, and measurement choices. Standardized reporting and stronger links between gaze and functional outcomes are needed for cumulative inference.<\/jats:p>","DOI":"10.3390\/jemr19050097","type":"journal-article","created":{"date-parts":[[2026,9,4]],"date-time":"2026-09-04T17:25:56Z","timestamp":1788542756000},"page":"97","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["Eye Tracking and AI-Generated Content: A Systematic Literature Review of Visual Attention, Cognitive Processing, and User Engagement"],"prefix":"10.3390","volume":"19","author":[{"ORCID":"https:\/\/orcid.org\/0009-0006-2864-4424","authenticated-orcid":false,"given":"Hakile","family":"Resulbegoviq","sequence":"first","affiliation":[{"name":"Faculty of Social Sciences, University of Ljubljana, 1000 Ljubljana, Slovenia"},{"name":"Institute Damar, Bulevar Crnogorskih Serdara 5, 81000 Podgorica, Montenegro"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-3691-7959","authenticated-orcid":false,"given":"Valentina","family":"Hlebec","sequence":"additional","affiliation":[{"name":"Faculty of Social Sciences, University of Ljubljana, 1000 Ljubljana, Slovenia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-3899-6707","authenticated-orcid":false,"given":"Mirjana","family":"Peji\u0107 Bach","sequence":"additional","affiliation":[{"name":"Department of Informatics, Faculty of Economics and Business, University of Zagreb, 10000 Zagreb, Croatia"},{"name":"IEDC Bled School of Management, Pre\u0161ernova Street 33, 4260 Bled, Slovenia"},{"name":"Faculty of Commercial and Business Sciences, Lava 7, 3000 Celje, Slovenia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Irina","family":"Stamatovi\u0107","sequence":"additional","affiliation":[{"name":"HELP\u2013Hilfe zur Selbsthilfe, Bulevar Knjaza Danila 13\/15, 81000 Podgorica, Montenegro"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2026,9,4]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"18479790261420680","DOI":"10.1177\/18479790261420680","article-title":"AI-enhanced neuromarketing and social media communication: Evidence from PLS-SEM analysis in an academic context","volume":"18","author":"Martins","year":"2026","journal-title":"Int. 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