Metaverse: The future is indeed virtual - yet still a bit murkyįrom a brand perspective, entering the metaverse is still a bit like the Wild West. If the last two years have changed our thinking around how digital fits into our lives, the next five may completely upend everything we have been expecting from the digital revolution. We have reached a convergence point with consumer intrigue, technology at the ready (artificial intelligence (AI), Internet of Things (IoT), blockchain), increased network connectivity via 5G and cloud computing, and the democratization of e-commerce - a development accelerated by the pandemic that has driven the adoption of digital - to create the perfect storm for the metaverse to take flight. It is already here and is at the precipice for rapid acceleration. Perhaps already the biggest buzzword this year, “metaverse” might be the latest clickbait, but the futurist concept of a virtual-reality alternative to the real world is not futurist at all. It’s how they have learned to communicate (just ask your child about the latest skin release or virtual concert). For them, the idea of interacting, learning, conversing, and even buying in a virtual universe is not new. While most of us may have just learned of the term “metaverse” more recently, those born in 1997 and after (Gen Z and Alpha) have grown up with it. In fact, it has been for quite some time.
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