POSSIBILITIES AND PROSPECTS OF USING AR AND VR IN THE MARKETING ACTIVITIES OF BUSINESS STRUCTURES

The relevance of the work is due to the fact that in the conditions of digitization of the economy with the help of AR and VR, businesses can create unique offers for each client, increasing the level of satisfaction and loyalty. The use of AR and VR allows not only to increase customer engagement, but also to create a unique user experience that strengthens the brand and increases sales. The purpose of the article is to research the possibilities and prospects of using augmented reality (AR) and virtual reality (VR) technologies in marketing strategies of modern business. The scientific study includes practical examples of the use of AR and VR in real marketing campaigns. The article presents the distinctive characteristics of virtual reality and augmented reality technologies. The article indicates the potential development trends of AR and VR in the field of marketing and their impact on business competitiveness in the digital economy. The challenges that companies face during the implementation of these technologies are identified, namely: technical challenges (High requirements for technical support, Complexity of content development, Difficult integration with other technologies), economic challenges (High cost of implementation, Limited number of users, High costs of maintenance and updating) and social challenges (Barriers in technology adoption, Privacy and data security, Social inequality). Recommendations for overcoming them have been developed. It is noted that in order to overcome these obstacles, it is necessary to improve technical solutions, reduce costs and work on improving the user experience. At the same time, it is important to take into account the confidentiality and availability of technologies for different categories of the population. AR and VR have been found to be successfully used in various fields to enhance user engagement and create new opportunities for brands. The results of the study can help business structures to better navigate the possibilities of AR and VR, facilitating adaptation to new market realities. Prospects for further research include the development of a method for assessing the effectiveness of AR/VR campaigns.