PurposeThe need for precise synthesis of customized designs has resulted in the development of advanced coating processes for modern nanomaterials. Achieving accuracy in these processes requires a deep understanding of thermophysical behavior, rheology and complex chemical reactions. The manufacturing flow processes for these coatings are intricate and involve heat and mass transfer phenomena. Magnetic nanoparticles are being used to create intelligent coatings that can be externally manipulated, making them highly desirable. In this study, a Keller box calculation is used to investigate the flow of a coating nanofluid containing a viscoelastic polymer over a circular cylinder.Design/methodology/approachThe rheology of the coating polymer nanofluid is described using the viscoelastic model, while the effects of nanoscale are accounted for by using Buongiorno’s two-component model. The nonlinear PDEs are transformed into dimensionless PDEs via a nonsimilar transformation. The dimensionless PDEs are then solved using the Keller box method.FindingsThe transport phenomena are analyzed through a comprehensive parametric study that investigates the effects of various emerging parameters, including thermal radiation, Biot number, Eckert number, Brownian motion, magnetic field and thermophoresis. The results of the numerical analysis, such as the physical variables and flow field, are presented graphically. The momentum boundary layer thickness of the viscoelastic polymer nanofluid decreases as fluid parameter increases. An increase in mixed convection parameter leads to a rise in the Nusselt number. The enhancement of the Brinkman number and Biot number results in an increase in the total entropy generation of the viscoelastic polymer nanofluid.Practical implicationsIntelligent materials rely heavily on the critical characteristic of viscoelasticity, which displays both viscous and elastic effects. Viscoelastic models provide a comprehensive framework for capturing a range of polymeric characteristics, such as stress relaxation, retardation, stretching and molecular reorientation. Consequently, they are a valuable tool in smart coating technologies, as well as in various applications like supercapacitor electrodes, solar collector receivers and power generation. This study has practical applications in the field of coating engineering components that use smart magnetic nanofluids. The results of this research can be used to analyze the dimensions of velocity profiles, heat and mass transfer, which are important factors in coating engineering. The study is a valuable contribution to the literature because it takes into account Joule heating, nonlinear convection and viscous dissipation effects, which have a significant impact on the thermofluid transport characteristics of the coating.Originality/valueThe momentum boundary layer thickness of the viscoelastic polymer nanofluid decreases as the fluid parameter increases. An increase in the mixed convection parameter leads to a rise in the Nusselt number. The enhancement of the Brinkman number and Biot number results in an increase in the total entropy generation of the viscoelastic polymer nanofluid. Increasing the strength of the magnetic field promotes an increase in the density of the streamlines. An increase in the mixed convection parameter results in a decrease in the isotherms and isoconcentration.