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This study targeted university students and developed and deployed an AI- and AR-based serious game titled Dye Verse at the China Blue Calico Museum, serving as a museum-based learning intervention for higher education audiences. The game integrates features such as character creation, semantic guidance, AR recognition, and navigation, aiming to enhance students\u2019 immersion and learning motivation. An experimental study involving 60 participants (N\u2009=\u200960) was conducted using pre- and post-knowledge tests and the User Experience Questionnaire (UEQ). Statistical analysis indicates that the experimental group significantly outperformed the control group in dimensions such as cultural knowledge acquisition, interactive engagement, and emotional identification. These findings validate the educational potential and communicative advantages of integrating AI and AR technologies in serious games. The study offers a cost-effective and highly interactive digital solution for small and medium-sized museums and provides both theoretical and practical implications for the sustainable dissemination of cultural heritage through gamified education.<\/jats:p>","DOI":"10.1038\/s41598-026-45304-8","type":"journal-article","created":{"date-parts":[[2026,4,11]],"date-time":"2026-04-11T05:35:07Z","timestamp":1775885707000},"update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":2,"title":["Design and application of an AI- and AR-enhanced serious game for interactive learning in the Blue Calico Museum in China"],"prefix":"10.1038","volume":"16","author":[{"given":"Yulin","family":"Yan","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jiajia","family":"Zhao","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Euitay","family":"Jung","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"297","published-online":{"date-parts":[[2026,4,11]]},"reference":[{"issue":"4","key":"45304_CR1","doi-asserted-by":"publisher","first-page":"609","DOI":"10.1108\/DLP-01-2024-0018","volume":"40","author":"D Harisanty","year":"2024","unstructured":"Harisanty, D., Obille, K. 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All participants were fully informed about the purpose and procedures of the study and provided their informed consent was obtained from all participants prior to participation. All data were collected anonymously. All methods were carried out in accordance with relevant guidelines and regulations.","order":3,"name":"Ethics","group":{"name":"EthicsHeading","label":"Ethical approval"}}],"article-number":"16903"}}