The Role of Artificial Intelligence and Metaverse in the Indian Service Sector

Ambika Kulshrestha (), Sandeep Kulshrestha (), Apostolos Rafailidis () and Leonidas Efthymiou ()
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Ambika Kulshrestha: Rectangle Consulting
Sandeep Kulshrestha: Rectangle Consulting
Apostolos Rafailidis: University of Patras, Department of Tourism Management
Leonidas Efthymiou: University of Nicosia, School of Business

Chapter Chapter 3 in Advanced Technologies in Business, Volume I, 2026, pp 55-82 from Palgrave Macmillan

Abstract: Abstract The rapid diffusion and adoption of technology continue to influence nearly every aspect of life on a global scale. Among these advancements, Artificial Intelligence and Metaverse stand out as two technologies that are likely to provide organizations with opportunities, currently and in the future. Following this line of thought, the current chapter utilizes mixed methods (survey and interviews) to examine the impact of Artificial Intelligence and Metaverse on the Indian service sector. The implications of the chapter’s findings are categorized under five main categories, as follows: (a) the use of AI in organizations has varied impact, (b) there is limited adoption of Metaverse in Indian organizations, (c) AI has a role to play in supporting non-experts and reducing labor costs, (d) AI cannot be fully adopted due to restrictions and challenges, and (e) the longer a company exists in the market, the more likely to adopt AI.

Date: 2026
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DOI: 10.1007/978-3-032-03480-9_3

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