Journal of Intelligent Communication

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Unveiling the Power of Play: A DMAIC Analysis of AI’s Impact on User Engagement in Interactive Entertainment

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https://doi.org/10.54963/jic.v4i1.925
Jha, A., & Jha, A. (2025). Unveiling the Power of Play: A DMAIC Analysis of AI’s Impact on User Engagement in Interactive Entertainment . Journal of Intelligent Communication, 4(1), 31–41. https://doi.org/10.54963/jic.v4i1.925
Volume 4 Issue 1 (2025): In Progress
Copyright (c) 2025 Amaresh Jha, Ananya Jha
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Journal of Intelligent Communication (JIC)  publishes accepted manuscripts under Creative Commons Attribution 4.0 International (CC BY 4.0). Authors who submit their papers for publication by Journal of Intelligent Communication (JIC) agree to have the CC BY 4.0 license applied to their work, and that anyone is allowed to reuse the article or part of it free of charge for any purpose, including commercial use. As long as the author and original source is properly cited, anyone may copy, redistribute, reuse and transform the content.

Authors

  • Amaresh Jha
    School of Liberal Studies and Media, UPES, Dehradun, Uttarakhand,248007, India
  • Ananya Jha School of Computer Sciences and Engineering, UPES, Dehradun, Uttarakhand,248007, India https://orcid.org/0009-0006-9226-6333

The rapid advancement of artificial intelligence (AI) is revolutionizing various sectors, from healthcare to finance. AI-powered technologies, such as machine learning and deep learning, are enabling unprecedented breakthroughs in areas like disease diagnosis, drug discovery, and personalized medicine. This paper explores the influence of Artificial Intelligence (AI) features—such as personalized narratives, adaptive difficulty levels, and virtual companions—on user engagement within interactive and immersive entertainment experiences. Using the DMAIC (Define, Measure, Analyze, Improve, Control) framework, the study analyzes interaction data from 473 users, focusing on behavior patterns and sentiment toward these AI functionalities. Statistical analyses reveal that personalized narratives significantly enhance user sentiment, with an increase in positive sentiment from 45% to 60% after system improvements (t = 8.75, p = 0.0001). Adaptive difficulty levels contribute to sustained engagement, reflected in a notable growth in interaction frequency from 5.0 to 6.2 interactions per user (t = 4.23, p = 0.002). Virtual companions show mixed effectiveness, with their impact heavily influenced by implementation quality and user context. Correlation analysis highlights the importance of session length (r = +0.68, p < 0.001) and abandonment rates (r = -0.56, p < 0.001) as critical factors in shaping user sentiment. The paper includes visual representations of findings and provides actionable recommendations for developers and designers to optimize AI-driven interactive entertainment experiences.

Keywords:

Artificial Intelligence (AI); User Engagement; Interactive Entertainment; Immersive Entertainment; User Behavior Analysis

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