This article explores the peculiarities of using immersive technologies in art. This sphere of human activity is not separated from all the changes that take place in the process of social informatization. As it is stated in the paper, the main information technologies that are commonly used by most art institutions and artists today are augmented reality and virtual reality, which offer a wide range of opportunities to implement their ideas. As for artworks presented in the form of paintings and exhibits, the use of augmented reality prevails here. The process of selecting a certain technology for the implementation of augmented reality for artwork reproduction is quite complex and related to various factors that influence this process in a certain way. Thus, this study aims to identify and prioritize the most important factors in the expert opinion. For this, the Analytic Hierarchy Process is used. The application of this method has shown good results in solving various problems that cannot be described mathematically and numerically. The obtained data show that the most important factor influencing the selection of a certain augmented reality technology is its cross-platform software. Commerciality, external environment, and access to the Internet turn out to be not significant factors.
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