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This book constitutes the refereed proceedings of the Tenth International Conference on Intelligent Interactive Multimedia Systems and Services: IIMSS-17. The 57 full papers included in the book are organized into topical sections, which range from visual data processing to Big Data analytics, from multimedia to intelligent and cognitive systems. The conference took place as part of the Smart Digital Futures 2017 multi-theme conference, held in Vilamoura, Algarve, Portugal in June 2017, which groups AMSTA, IDT, InHorizons, InMed, SEEL with IIMSS in one venue. It provided an international forum for researchers and scientists to share work and experiences on multimedia and intelligent interactive systems and services.