In this paper, a new operator called the arithmetic interval-valued intuitionistic fuzzy Choquet aggregation (AIVIFCA) operator is defined. Since interactions between elements might exist in all their combinations, the generalized Shapley AIVIFCA (GSAIVIFCA) operator is introduced. Further, to simplify the complexity of solving a fuzzy measure, the 2-additive generalized Shapley AIVIFCA (2AGSAIVIFCA) operator is presented. Moreover, a decision procedure to interval-valued intuitionistic fuzzy multiattribute group decision making is developed. When the weight vectors on attribute set and expert set are not exactly known, the models for obtaining the optimal fuzzy measures are established by using the defined cross entropy measure and the Shapley function. Finally, a numerical example is provided to illustrate the developed procedure.