aceThe impact of roadside advertising density on driver visual attention and safety in Kuwait: An AI-driven analysis of simulator and eye-tracking data
Objectives Driver distraction associated with roadside advertising remains a significant road safety concern, yet the precise physiological markers distinguishing stimulus-driven distraction from baseline driving are complex to isolate. This study quantified the impact of roadside advertising density on driver cognitive load and visual attention using a high-fidelity driving simulator and wearable eye-tracking technology. Methods A cohort of 60 licensed drivers navigated simulated environments under three contin…
An ensemble of machine learning models analyzed 2.4 million physiological samples from simulator drives to classify driver cognitive states, with XGBoost identified as the most robust classifier.
High-density roadside advertising was associated with acute cognitive stress and autonomic visual rigidity marked by transient subconscious blink suppression in simulated driving.
Blink suppression finding was not significant in the global test and only emerged in spatially stratified analysis, limiting generalizability of that marker.
Evidence
- Peer-reviewedTraffic Injury Prevention2026-09-15
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Truvace Impact Record TRV-2026-1105, v1: “The impact of roadside advertising density on driver visual attention and safety in Kuwait: An AI-driven analysis of simulator and eye-tracking data.” Truvace, 2026-09-16. /record/TRV-2026-1105 (accessed at citation time). sha256 6ea4f66d93f809f1…
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