Liu, ShiSchulz, ThimoToreini, PeymanMaedche, AlexanderStolze, MarkusLoch, FriederBaldauf, MatthiasAlt, FlorianSchneegass, ChristinaKosch, ThomasHirzle, TeresaSadeghian, ShadanDraxler, FionaBektas, KenanLohan, KatrinKnierim, Pascal2023-08-242023-08-242023https://dl.gi.de/handle/20.500.12116/42000Artificial Intelligence (AI) has already made a strong impact on business and private life. Nonetheless, understanding how AI works and which role data plays in this context still remains unclear for many people. We argue that students with non-technical backgrounds should build up AI & data literacy to understand the key concepts of AI & data and leverage its potential in their field of study and research. For this purpose, we present the concept of an immersive learning factory, where students can explore AI & data concepts with interactive and immersive technologies. In this paper, we demonstrate our overarching idea, as well as the results of our exploratory evaluation with industrial engineering & management students from a data science lecture. Our main contribution includes the conceptual framework of the immersive learning factory, as well as design guidelines for creating immersive learning experiences concluded from the evaluation.enAI literacy mixed reality learning factoryText/Conference Paper10.1145/3603555.3608564