FEATURES OF APPLICATION OF IMMERSIVE TECHNOLOGIES OF VIRTUAL AND AUGMENTED REALITY IN HIGHER EDUCATION

Рассматриваются особенности применения технологий VR (виртуальной реальности) и AR (дополненной реальности) организациями финансовой сферы. Определяется специфика технологий виртуальной и дополненной реальности. Последовательно представлена история их продвижения на рынки, отмечены наиболее яркие факты, результаты совершенствования в контексте технологического прогресса (Sensorama, head-mounted display, «Кинокарта Аспена», устройство Eye Tap, коммерческая система RB2, VR-консоль компании SEGA Games Co., очки Oculus Rift и др.). Отмечаются области и возможности их применения. Изучена степень проникновения технологий виртуальной и дополненной реальности в деятельность финансовых организаций. Указаны основные направления их применения: приведены конкретные примеры интеграции VR- и AR-технологий в работу финансовых организаций. Систематизированы такие цели применения AR- и VR-технологий в финансовой сфере, как упрощение получения и обработки информации клиентами посредством приема визуализации, сохранение безопасности, маркетинговые коммуникативные цели и др. В результате проведенного исследования обозначены тенденции использования технологий на финансовом рынке, выявлены возможности их развития и перспективы применения, факторы, сдерживающие их развитие, определены и систематизированы преимущества и недостатки как самих технологий, так и функционирования этих технологий в финансовой среде. В заключение сделан вывод о том, что применение VR- и AR-технологий позволит финансовым организациям укрепить свои конкурентные позиции на рынке, а клиентам финансовых организаций — создать собственную безопасную онлайн-среду, в которой они смогут управлять своими деньгами и инвестициями и совершать транзакции. The features of the use of VR (virtual reality) and AR (augmented reality) technologies by financial organizations are considered. The specifics of virtual and augmented reality technologies are determined. The history of their promotion to markets is presented in a coherent manner, highlighting key facts, the results of improvements in the context of technological advances (Sensorama, head-mounted display, Aspen’s Cinema Map, Eye Tap device, RB2 commercial system, VR-console of SEGA Games Co., glasses Oculus Rift and more). Areas and possibilities of their application are noted. The areas and possibilities of their application are highlighted. The degree of penetration of virtual and augmented reality technologies in the activities of financial institutions is explored. The main directions of their application are indicated: specific examples of integration of VR- and AR-technologies in the work of financial institutions are given. The goals of using AR and VR technologies in the financial sector, such as simplifying the receipt and processing of information by clients through the reception of visualization, maintaining security, marketing communication goals, etc., are systematized. As a result of the study, trends in the use of the technologies in the financial market are identified, opportunities for their development and prospects of application, factors that restrain their development are identified, the advantages and disadvantages of both the technologies themselves and the functioning of these technologies in the financial environment are identified and systematized. It is concluded that the use of VR and AR technologies will allow financial institutions to strengthen their competitive positions in the market, and let the clients of financial institutions create their own secure online environment in which they can manage their money and investments and make transactions.

The article analyzes immersive education, augmented and virtual reality technologies and their forms of application in modern economic conditions both abroad and in Russia. Advantages and disadvantages of application of these technologies and constraints of their development are outlined. Reasons and factors influencing the application of these technologies in manage-ment and education are justified. We studied the change in interest in the concept of “virtual reality” according to the search queries of the Google trends service. The practice of AR/VR tools application in management and educational process was summarized. Statistics on the prospects for the development of the global market for virtual and augmented reality tech-nologies were analyzed. The domestic practice of development of AR/VR projects and platforms is summarized. Proposals for the development of immersive technologies in education and business are formulated.

The article is devoted to analyzing the educational potential of augmented reality (AR) and virtual reality (VR) technologies in teaching foreign languages, specifically in the professional training of future teachers. The possibility and benefits of introducing AR technologies in the system of teachers’ professional training are based on the experience of the discipline «Modern Technologies of Teaching a Foreign Language to Preschool Children», which is taught during the first (bachelor's) level of education to students of the 012 Preschool Education Specialty at the Faculty of Pedagogical Education in Borys Grinchenko Kyiv University. The literature analysis and the description of the empirical experience of the interaction and implementation of AR and VR technologies in the course content are the major research methods used in this article. The article performs an analysis of the advantages and disadvantages of AR and VR technologies in foreign language teaching. The didactic potential of both aforementioned technologies is identified, including the improved learning environment, increased motivation, interaction, and content retention, the richness of multimedia modes, better visualization, and suitability for special learning needs. The article emphasizes the influence on multiple language skills and vocabulary development (vocabulary acquisition, phonics, pronunciation, comprehension, writing, reading, speaking, improved communication, and general learning skills). The data received proves the suitability and benefits of implementing current AR technologies in the professional training of future teachers and language teaching in general, as opposed to VR technologies that are limited due to their drawbacks that outweigh their current advantages, but still allow them to be considered a very powerful tool in the near future. Still, their partial accessibility by learners gives them the right to be used in terms of the realization of individual approaches. As a result of this article, a list of AR and VR technologies that could be used in foreign language teaching is revealed. The perspective of future research could focus on the analysis of specific technologies from AR or VR groups

Extended-Reality Technologies: An Overview of Emerging Applications in Medical Education and Clinical Care.

Augmented Reality (AR) and Virtual Reality (VR) are the latest technologies that provide a new color to the field of education. This study reviews the use of AR and VR in education, especially in the teaching and learning process. This study is library research. The analysis shows that AR and VR are the solutions for teachers and students as a medium in the teaching and learning process. AR embellishes existing reality with image elements, sound effects, or text. While, VR creates a new simulation environment that presents a specific topic to students in an engaging, interactive, and experiential way. Several subjects using AR technology in education are: 1) anatomy of living things in Biology, 2) atoms in Chemistry, 3) earth and space in Geography, 4) movie Screening in Film and Television, 5) Computer network topology in Informatics, 6) geometry in Mathematics, and 7) 3D Stories in History. Several subjects which use VR technology in education are: 1) digestive system in Biology, 2) geometry in Mathematics, 3) earth's surface in Geography, 4) artifacts and temples in History, 5) space in Astronomy, 6) surgical operation practicum in Medical, and 7) pilot training in Aviation education. However, AR and VR have benefits and limitations. There are several barriers to implementing AR and VR in educational institutions and some considerations in implementing AR and VR technology in educational institutions. It is hoped that AR and VR can be used as a breakthrough in education and a solution to improving the quality of education in the future.

Primary school students often find it difficult to differentiate two dimensional and three-dimensional geometric shapes. Taking advantage of the ability of Virtual Reality (VR) and Augmented Reality (AR) to visualize 3D objects, we evaluate the potential of VR and AR technologies for teaching the lesson of geometric solids to primary school children. To the best of our knowledge there are no previous cases in the literature describing a comparative evaluation of VR and AR technologies in education, and more specifically in the field of mathematics for primary school children. An experimental evaluation was staged to test the following hypothesis: Hypothesis 1: VR and AR applications make the teaching of mathematics more interactive and interesting and they also contribute to a more efficient learning and understanding of mathematical concepts. Hypothesis 2: The use of VR applications is more effective when compared to AR applications for mathematics teaching activities. For the needs of the experimental evaluation, we designed a lesson plan comprised of three activities: Classification of shapes into solid or plane shapes, identification of solid shapes appearing in a typical city environment, and classification of solid shapes. The lesson plan was implemented based on the traditional method that utilizes printed material, three related VR and three AR applications. The developed VR and AR applications for the current research do not require specialized equipment. For the AR applications, the users only need to use their mobile device or tablet and for VR applications they only need to use a mobile phone and low-cost virtual reality glasses. As part of the study 30 fourth, fifth and sixth class primary school students were divided equally into the control group who used the traditional teaching method, and the AR and VR groups who used AR and VR applications respectively. Participants were provided with questionnaires before (pre-test) and after the test (post-test) to measure factors such as user attention, presence, enjoyment, science knowledge, auditory knowledge, and visual knowledge. According to the results, new technologies in education in the form of virtual and augmented reality improve interactivity and student interest in mathematics education, contributing to more efficient learning and understanding of mathematical concepts when compared to traditional teaching methods. No significant difference was observed between virtual and augmented reality technologies with regards to the efficiency of the methods that contribute to the learning of mathematics, suggesting that both virtual and augmented reality display similar potential for educational activities in Mathematics. Based on statistical evidence Hypothesis 1 was accepted and Hypothesis 2 was rejected. The current research is one of the first attempts ever to compare VR and AR technologies for Mathematics teaching activities in primary school. The findings of our research can provide valuable feedback to educators and developers who plan to use or develop VR or AR technologies for educational activities. Given that these days VR and AR applications, like the ones used in the experimental evaluation, do not require highly specialized equipment, the introduction of AR and VR based activities both for in-class and extra curriculum activities provide a promising way for more efficient Mathematics training activities.

Purpose: This study investigates the transformative role of augmented reality (AR) and virtual reality (VR) technologies in e-commerce and digital marketing. It aims to understand how these immersive technologies enhance consumer experiences by addressing challenges such as product visualization, consumer trust, and engagement while fostering higher purchase intent and customer satisfaction. Design/Method/Approach: A systematic literature review synthesizes findings from empirical and theoretical studies published between 2011 and 2024. The methodologies analyzed include experimental designs, market analyses, and conceptual frameworks assessing the integration of AR and VR technologies in online retail. Findings: The findings indicate that AR enhances online shopping through features such as virtual try-ons and spatial placement visualization, reducing return rates and increasing purchase confidence. VR, on the other hand, provides immersive environments that simulate physical shopping experiences, strengthening consumer-brand connections. While AR demonstrates broader applicability in fostering interactive and personalized experiences, VR remains limited by accessibility and cost constraints. Both technologies exhibit immediate costs but offer long-term benefits, positively influencing conversion rates and customer loyalty. Theoretical Implications: This study contributes to consumer behavior research by applying value perception models, immersive technology frameworks, and engagement metrics to the e-commerce landscape. It refines existing theoretical perspectives on technological adoption by highlighting the interplay between sensory engagement, emotional connection, and consumer decision-making. Practical Implications: The research underscores the strategic importance of integrating AR and VR into digital marketing and e-commerce platforms. It suggests leveraging AR for product categories requiring spatial interaction and using VR for high-detail product exploration. The study provides actionable insights for businesses looking to enhance online shopping experiences through immersive technologies. Originality/Value: This study offers a comprehensive synthesis of AR and VR applications in e-commerce, highlighting their potential to reshape online shopping. By bridging the gap between physical and digital retail experiences, it provides a fresh perspective on how immersive technologies can drive engagement, accessibility, and personalized consumer interactions. Research Limitations/Future Research: While this study synthesizes existing literature, empirical validation through longitudinal studies and cross-industry applications is necessary. Future research should explore the long-term effects of AR and VR adoption on consumer trust, loyalty, and behavioral changes. Additionally, further exploration is encouraged into gamification, artificial intelligence (AI) integration, and demographic-specific implementations to drive sustainable engagement.

The article explores the outlooks of the latest technologies related to augmented and virtual reality in the field of innovative higher education.. The relevance of the problem is explained by rapid development and implementation of information and communication technologies in different areas of social activity, including education which is caused by objective reasons and subjective preferences of new generations of students. Theories are applied in on a practice. The investigated technologies are considered as a method of professional communication teacher-student. The objectives of the study include: 1) identifying the current state of implementation of mixed reality technologies in higher education in domestic and foreign practice; 2) determining the attitude of teachers to the use of the latest virtual technologies in the educational process; 3) presentation of practical results in the study area. Methodology. To achieve the purpose of the study, inductive-deductive method and methods of situational analysis are used. The conclusions are based on the principles of determinism, the results of expert interviews are made using the methods of sociological research. Results. The research results in successful implementation of mixed reality technologies in higher education, as well as the identification of a positive attitude of teachers of the Siberian Federal University to the use of the latest technologies of augmented and virtual reality in the educational process. The article describes the AR-project called SFU SCIENCE with application of modern augmented reality technologies. Conclusions. Technologies of augmented and virtual reality have positive results and further prospects of introduction in educational process of domestic and foreign higher education. This process is interdependent: on the one hand, teachers are ready to use the latest technologies for more effective communication teacher-student and already successfully use such educational technologies in their work; on the other hand, students are interested in new products in education and develop projects of AR and VR technologies for different specialties.

Background: Metaverse, the disruptive digital technology, has demonstrated significant effectiveness in the fields of preventive and cognitive therapy, diagnostics, surgical interventions and rehabilitation. Virtual Reality (VR), a part of Metaverse, integrates imaging data and input from users and deliver a 3D graphical output which can be visualised through a wearable headset. Augmented reality (AR) on the other hand, can control the presence of the user in the real world. Methodology: A review was undertaken of peer-reviewed literature on the emerging evidence on the applications of AR and VR in healthcare. Research studies carried out to identify effectiveness of AR and VR technologies were included. Result: AR & VR have been effective in rehabilitation of patients of Autism Spectrum Disorders and Mild Cognitive Impairment by improving motor skills, social skills and various cognitive indices like task learning and attention. In the surgical field, AR head mounted device (HMD) can provide three-dimensional, patient specific anatomic information during surgery. It minimises surgical complications and improves patient satisfaction. AR is of particular interest in complicated spinal surgeries and orthopaedic manoeuvres which require high level of surgical skill. AR has also been used successfully in different types of robotic surgeries as well. In several countries AR technology have been used in basic medical and advanced surgical training. Major challenges in implementing AR and VR in the field of health care persist in the domains of cyber security, ethical issues and cost effectiveness. Conclusion: VR and AR technology can maximise patient outcomes and rapidly develop satisfactory patient management in fields of cognitive research and surgical interventions. More clinical trials with immersive digital technologies are required. Ethical and cyber security challenges are present but there are ways to overcome them. It is our duty as physicians to participate in the development of these innovations to ensure virtual health reality benefits for our patients in real-world setting.

The article is devoted to actual problem of using modern ICT tools to increase the level of efficiency of the educational process. The current state and relevance of the use of augmented reality (AR) and virtual reality (VR) technologies as an appropriate means of improving the educational process are considered. In particular, attention is paid to the potential of the combined capabilities of AR and VR technologies with adaptive learning systems. Insufficient elaboration of cross-use opportunities for achieving of efficiency of the educational process in state-of-the-art research has been identified. Based on analysis of latest publications and experience of using of augmented and virtual reality technologies, as well as the concept of adaptive learning, conceptual model of learning based on the combined capabilities of AR and VR technologies with adaptive learning systems has been designed. The use of VR and AR technologies as a special information environment is justified, which is applied in accordance with the identified dominant type of students' thinking. The prospects of using the proposed model in training process at educational institutions for the implementation and support of new teaching and learning strategies, as well as improving learning outcomes are determined by the example of such courses as “Algorithms and data structures”, “Computer graphics and three-dimensional modeling”, “Circuit Engineering”, “Computer Architecture”.

Introduction. The relevance of the article is due to the problems of the regulatory and legal substantiation of the use of virtual technologies in education, which consists in the lack of legal criteria for the introduction of immersive technologies in the educational space. Currently, despite the intensive development of digital technologies, including immersive, domestic education lacks actual regulations that would regulate the use of virtual reality (VR) / augmented reality (AR) technologies in the educational process.Purpose setting. It is becoming relevant to conduct a comparative legal analysis of scientific publications in the legal and pedagogical areas on the regulatory and legal support of virtual VR and AR technologies, to study the regulatory framework of Russian legislation governing the use of VR and AR technologies in education, to identify common regulatory and legal problems for educational organizations of all levels.Methodology and methods of the study. The study includes a review of bibliographic and regulatory sources on the problems of legal justification for the use of virtual technologies in education, a structural analysis of local legal acts, generalization and synthesis of research results. The article talks about the need to have a clear regulatory framework for their use in the educational process, the development of mechanisms and regulations for assessing the safety of the use of technologies, the compliance of the content with the educational goals, and the streamlining of the conceptual apparatus.Results. The results include a generalization of the main legal problems that complicate the implementation of immersive/virtual technologies in the educational process.Conclusion. It has been revealed that the problems of legal regulation of the use of virtual technologies are of a common nature for educational organizations of all levels; the issues of legal justification for the use of virtual technologies in local regulations, the creators of which are each educational organization, have not been sufficiently resolved; the very construction of the concept «virtual technologies» is not presented definitively in regulatory legal acts, which allows the use of broader terms «immersive technologies», «immersion technologies, etc.; the need to develop requirements for new competencies of teachers has been identified; regulatory and legal regulation of the process of introducing VR/AR technologies within the educational process as an educational method is required.

The purpose of the article is to consider augmented reality as a method of attracting attention and providing quality education. The article describes the features of augmented and virtual realities. It describes the use of augmented reality (AR) in the learning process of painting students in the study of the discipline "Copying and technique of easel painting". The significance and effectiveness of modern technologies in creating copies of paintings in the museum environment is revealed. AR is a technology that allows combining virtual objects with the real world, creating unique opportunities for learning and forming creative thinking. Mobile devices have gained popularity as an educational tool, and many educational institutions are utilizing them in educational activities to enhance learning. The use of augmented reality as a means of teaching art and comprehending its "depth" is explored. Many museums use virtual reality, augmented reality or interactive exhibits to make the visit more interesting and engaging for visitors. It is important to remember that a successful audience expansion strategy requires constant analysis and adaptation. AR and VR are also pushing the boundaries of art education by providing opportunities to learn and interact with artists and works of art from around the world. Through these technologies, students can visit virtual museums and galleries, study and analyze artworks, and interact with the artists themselves. The use of augmented and virtual reality technologies in education helps to improve the accessibility of learning for all categories of students. Thanks to the ability to study remotely, students can receive quality education regardless of their location or physical limitations. This is especially important for people with disabilities to whom traditional forms of learning may be inaccessible or partially accessible. One of the main advantages of using augmented and virtual reality technologies in art education is the possibility of creating an immersive educational environment. With the help of virtual reality, students can immerse themselves in and interact with the virtual world, allowing them to better understand different art concepts and techniques. It is concluded that augmented reality in the educational process improves the quality of education and allows the student to more easily master and consolidate the educational material.

Introduction: the widespread use of cross-cutting digital technologies, as well as the recognition of their importance by the state, led in 2024 to the inclusion of the federal project Artificial Intelligence in the National Project for the Formation of the Data Economy for the period until 2030. Earlier, Russian legislation established the concept of cross-cutting technologies as cross-sectoral technological areas that ensure the creation of innovative products and services and have a significant impact on the development of the economy, radically changing existing markets and/or contributing to the formation of new markets. Among the most popular for application in various sectors of the economy today are such cross-cutting technologies as generative artificial intelligence, the Internet of Things (IoT), augmented and virtual reality. For example, artificial intelligence is increasingly being used to create content, control devices, and virtualize reality. In the context of existing practice, a discussion is developing on the need to balance the interests of the owners of artificial intelligence systems and other such technologies, the users of these systems, and third parties in the process of such interpretation and creation of multimodal data at the output. Purpose: basing on the analysis of Russian and foreign scientific concepts and using the example of generative artifi-cial intelligence, IoT, augmented and virtual reality, to form an idea of the directions of legal regulation of the appli-cation of advanced cross-sectoral technologies from the point of view of law. Methods: empirical methods of com-parison, description, interpretation; theoretical methods of formal and dialectical logic; special scientific methods: legal-dogmatic method and the method of interpretation of legal norms. Results: studying the problems that have arisen or may arise in law in connection with the use of cross-cutting technologies of cross-sectoral purposes (gener-ative artificial intelligence, IoT, virtual and augmented reality), the authors provide a general vision of the state and prospects of legal regulation of the relevant relations. The article considers possible legal approaches to granting protection to objects created with the help of artificial intelligence: copyright protection of a derivative work, legal protection of creative and non-creative photographic works, of original topologies of integrated circuits, of related rights for objects created with the help of artificial intelligence, legal regime of a non-creative database, phonogram, public domain, as well as sui generis legal regime within the framework of the institute of related rights for non-creative objects produced with the help of artificial intelligence. As the generation of content is often closely related to the work with data obtained and processed by means of the IoT technology, the authors put forward ideas regard-ing the harmonization of legislation in these areas. In addition, the use of augmented and virtual reality technologies also involves the creation of content in a certain sense. Conclusions: there is a need for the development of legal regulation addressing the issues of security, protection of personal data and other confidential information. It seems that there is being formed a special sphere of legal regulation related to the exercise of various types of human rights in information and telecommunication networks, when using the IoT as well as virtual and augmented reality tech-nologies. The approach that appears to be promising is defining the legal regime of objects created with the help of artificial intelligence as sui generis or, in the context of the Russian legal system, as rights related to non-creative objects. A positive consequence of the adoption of the regime of related rights for objects created with the help of AI technologies may be seen in that that such recognition will make it possible to protect objects that are currently not covered by any protection regime, which leads to abuse by various claimants to ownership of the rights.

The inclusion of immersive technologies such as augmented reality, virtual reality and mixed reality in the curriculum provides potential pedagogical benefits: providing a platform to increase student engagement, interaction, enjoyment, and a managed reflective learning experience. Research goal: theoretical justification for the use of immersive technologies in the educational process and the development of a blended course “Using the technologies of augmented and virtual reality in the practice of modern educational institutions” for retraining teachers. Research objectives: to determine the role and place of augmented and virtual reality technologies in the educational process and their use in teacher retraining for the formation of professional competence. Object of research: the formation of professional competencies of teachers in the retraining process. Subject of research: immersive technologies as a component of the school educational environment. Used research methods: theoretical methods containing analysis of scientific sources; empirical methods of interviewing and questioning teachers. Research results: analysis of scientific publications allows us to define the concept of augmented and virtual reality, its types, directions of using augmented and virtual reality in education, examples of its application in the educational process. The developed course “Using the technologies of augmented and virtual reality in the practice of modern educational institutions” for the retraining of teachers allows the formation of professional information and communication technologies competencies of teachers. Main conclusions: the introduction of immersive technologies in the educational process increases the effectiveness of training, promotes the development of logical thinking of students and increases the level of motivation of participants in the educational process. The identified gaps indicate the shortcomings of technical and methodological support for teachers to implement immersive technologies for education, which may motivate further work in the field.

This study investigates the potential for EFL courses to benefit from VR and AR technologies to enhance vocabulary learning and retention. The study included 220 English language and literature students from English departments at colleges, including Al Balqa Applied University and Al Yarmouk University in Jordan. The implications and data generated from this study aim to provide insights into how new immersive technologies can be applied, compared to traditional methods, in an educational context to enhance vocabulary acquisition. Pre- and post-tests measured vocabulary acquisition, and the delayed post-test was conducted weeks after the study was completed to measure the acquisition and retention of vocabulary. The study demonstrates significant differences in vocabulary acquisition following the intervention using VR and AR technologies compared to traditional learning methods. The average scores before the pretest were similar in all groups, with VR at 45.2, AR at 46.0, and control at 44.8. The results of the post-test, however, had average scores for VR at 78.5, AR at 75.3, and control at 58.4. The direction of the measures indicated significant improvements in vocabulary acquisition among the students in the English departments at the universities who used VR and AR technologies. The study is prospective; VR and AR technologies significantly improve vocabulary acquisition in EFL learning environments.