Fascination Metaverse

Christof Schmid ()
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Christof Schmid: Zukunft JETZT - Moderne Kommunikation

A chapter in Mastering CommTech, 2025, pp 401-421 from Springer

Abstract: Abstract The metaverse represents a transformative evolution in digital interaction, combining extended realities (XR), blockchain, artificial intelligence, and spatial computing to create immersive and interactive environments. This paper explores the potential of the metaverse to disrupt corporate communication, offering new avenues for brand storytelling, stakeholder engagement, virtual events, training, and personalized experiences. Despite the slow pace of mainstream adoption due to challenges such as hardware costs, network infrastructure, and ethical concerns about data privacy, the metaverse presents significant opportunities for innovation. Through real-world case studies, this paper highlights how early adopters in industries such as fashion, telecommunications, and transportation are utilizing metaverse technologies to enhance user experiences and build stronger connections with their audiences. Advanced metrics, including eye-tracking and user journey analysis, provide novel insights into user behavior, enabling unprecedented levels of personalization and engagement. The integration of AI and Web3 technologies further amplifies the metaverse’s potential, making immersive content creation and interaction more accessible. As the technology matures, companies that embrace early experimentation and strategic planning will position themselves as pioneers in the future of communication. The metaverse is not just a technological trend but a foundational shift poised to redefine the way businesses engage with their stakeholders, offering unparalleled opportunities for innovation and growth.

Keywords: Metaverse; Extended realities (XR); Corporate communication; Virtual reality (VR); Stakeholder journey; Web3; Artificial intelligence (AI); Immersive storytelling; Data-driven communication; Digital transformation (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/978-3-031-90302-1_16

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