Eye tracking and AI-generated content : a systematic literature review of visual attention, cognitive processing, and user engagement

Resulbegoviq, Hakile (author), Hlebec, Valentina (author), Pejić Bach, Mirjana (author), Stamatović, Irina (author)

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.

• Language: English
• Keywords: eye tracking, generative artificial intelligence, AI-generated content, visual attention, cognitive processing, user engagement, synthetic media, systematic review
• Work type: Article
• Typology: 1.01 - Original Scientific Article
• Organization: FDV - Faculty of Social Sciences
• Publication status: Published
• Publication version: Version of Record
• Publication date: 04.09.2026
• Year: 2026
• Number of pages: Str. 1-51
• Numbering: vol. 19, no. 5, [article no.] 97
• PID: 20.500.12556/RUL-186911
• UDC: 316.77:004.8
• ISSN on article: 1995-8692
• DOI: 10.3390/jemr19050097
• COBISS.SI-ID: 290135811
• Publication date in RUL: 07.09.2026

Record is a part of a journal

• Title: Journal of eye movement research
• Shortened title: J. eye mov. res.
• Publisher: European Group for Eye Movement Research, MDPI
• ISSN: 1995-8692
• COBISS.SI-ID: 3116656

Licences

• License: CC BY 4.0, Creative Commons Attribution 4.0 International
• Link: http://creativecommons.org/licenses/by/4.0/
• Description: This is the standard Creative Commons license that gives others maximum freedom to do what they want with the work as long as they credit the author.