UTILITARIAN FEATURES OF THE USE OF IMMERSIVE TECHNOLOGIES IN THE DEVELOPMENT OF THE AGRO-INDUSTRIAL COMPLEX

Globalization and integration are relevant and timely directions of transformation of all economic sectors and spheres of activity and have an impact on the development of the market of goods and services and its structuring. Business processes for the development of the agro-industrial complex are influenced by the organization of globalization and integration events that focus on improving agricultural development policies, introducing next-generation technologies and digital innovations, and structuring the agri-food market. The economic development of agriculture in the country and the new territories of the Donetsk People’s Republic, Luhansk People’s Republic, Zaporizhia and Kherson regions allows us to note that innovations and digital technologies, including immersive technologies, are actively used in the formation of marketing strategies for the development of the agro-industrial complex and agromarketing in general. The utilitarian features of the use of immersive technologies in the development of the agro-industrial complex are manifested with the active use of next-generation technologies of the marketing 6.0 concept and will focus on the practical benefits, practical value and functionality of the technologies used in agriculture. The utilitarian features of the use of immersive technologies in the development of the agro-industrial complex are systematized, which will allow them to be taken into account when forming a marketing strategy for the agro-industrial complex of the country.