Your new experience awaits. Try the new design now and help us make it even better

CONCEPTUAL ANALYSIS article

Front. Artif. Intell.

Sec. AI in Business

Volume 8 - 2025 | doi: 10.3389/frai.2025.1685702

This article is part of the Research TopicArtificial Intelligence Risks, Opportunities and Threats for Small and Medium EnterprisesView all articles

Digital Twin-Enabled Interactive Cockpits for Smart Products Management and Testing

Provisionally accepted
Jacob  HornikJacob Hornik1*Matto  RachamimMatto Rachamim2
  • 1Tel Aviv University, Tel Aviv, Israel
  • 2Bar-Ilan University Department of Mathematics, Ramat Gan, Israel

The final, formatted version of the article will be published soon.

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's 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's main attributes are discussed, significant contributions are suggested, and avenues for future research are delineated

Keywords: Digital Twins, AI, human-in-the-loop (HITL), product management, Technology adoption model (tam)

Received: 14 Aug 2025; Accepted: 30 Sep 2025.

Copyright: © 2025 Hornik and Rachamim. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

* Correspondence: Jacob Hornik, hornik@tauex.tau.ac.il

Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.