The article highlights the theoretical foundations of measuring and interpreting student attention levels, engagement, and feedback, an attempt is made to characterize the possibilities of using automated software products for this purpose. The article identifies the psychological characteristics of students of the Zoomers generation, which affect the educational process and cause the revision of educational technologies. A comparative analysis of traditional and distance learning was carried out. Based on the characteristics and interpretation of visual markers for measuring the attention and involvement of the acquirers, the requirements for the software product for determining the degree of involvement and the degree of information perception are described. The article discusses the main AI-based tools that allow you to assess the level of audience attention in real time during online conferences (EmotionCues, HEADROOM and MeetingPulse) from the standpoint of the effectiveness of the analysis of the emotional component and the possibility of integration with online conference services. The theoretical analysis is the basis for further research on the measurement and interpretation of students' attention, engagement and feedback.