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The concept of interval-valued intuitionistic fuzzy sets (IVIFSs) presents a compelling and practical framework for modeling real-world problems. In various fields, such as pattern recognition and decision-making, the development of similarity measures tailored to this class holds significant importance. These measures play a pivotal role in the decision-making process involving IVIFSs, as they quantify the extent of similarity between two such sets. In this article, the shortcomings of the existing similarity measures within the framework of IVIFSs are highlighted, and an improved similarity measure is presented. A comparative study validates that this new similarity measure is better than the existing measures in the IVIF environment. This study systematically establishes several essential properties of the novel similarity measure and substantiates its effectiveness through numerical illustrations. Moreover, a comparative …