Generating engagement scores using machine learning models for users interacting with virtual objects

Abstract

Provided are a computer program product, system, and method for generating engagement scores using machine learning models for users interacting with virtual objects. Movement parameters are received from tracking devices from a user in a real-world while the user is interacting with a virtual object in the extended-reality environment. The movement parameters are processed to determine a first engagement score indicating user interest in the real-world entity represented by the virtual object. A determination is made of on user information access requests with respect to the real-world entity. The information on the user information access requests is inputted to an engagement machine learning model to output a second engagement score indicating user interest in the real-world entity. The first engagement score and the second engagement score are outputted to provide information on an efficacy of the virtual object in promoting interest in the real-world entity.