The application of immersive technologies for the preservation and promotion of cultural heritage in museums is considered. Immersive technologies open up new possibilities for combining history and modern technologies, creating interactive and engaging ways for visitors to interact with cultural artefacts. By superimposing digital content on physical objects, AR and VR make it possible to provide additional information, reconstruct lost elements, and revive historical events through visual and audio effects. A comprehensive analysis of the concepts and tools used in digital museum practice is conducted, with an emphasis on real-life use in museums. The advantages and limitations of VR and AR in the museum field are considered, the potential of AI for personalizing museum experiences is analyzed, and prospects for future research in the field of digital heritage are assessed. An example of a proprietary mobile application for recognizing museum exhibits in the Republic of Kazakhstan using augmented reality technology is given. The application uses computer vision and machine learning methods to recognize artifacts through a smartphone camera, improving the experience with interactive 3D models and contextual information in an augmented environment. Its system architecture combines ARCore/ARKit for augmented reality rendering, YOLOv8 for exhibit detection, and a cloud database for real-time content updates. By allowing users to explore digital reconstructions, historical narratives, and multimedia materials, the application provides an engaging and educational museum experience. It is shown that AR contributes to the preservation and popularization of cultural heritage, making it accessible to a wide audience. Recommendations are given for the effective implementation of AR in museum practice, emphasizing its potential for transforming approaches to the presentation of history in the digital age.