In 2021, Mark Zuckerberg, CEO and founder of Facebook, surprised the world by announcing the company's name change to Meta, with the main goal of exploring this new digital world of the metaverse. At the time, the concept and technology were presented to the public as one of the most powerful and promising initiatives for the future, capable of generating alternative and immersive virtual environments where people can interact and perform any activity.
A few years after the initial boom, the metaverse stopped being a futuristic idea and became a developing reality. Although it has not yet achieved the initial success expected, the resource now opens doors for experiments and interesting initiatives within the digital worlds.
One of the areas that has been exploring technology well since then is marketing. This is because brands seem to have recognized the potential of the metaverse to create deeper and more interactive connections with consumers. Platforms like Roblox and Decentraland today can be seen as living laboratories where these strategies are taking shape, proving that these parallel worlds can be an interesting alternative to bring the audience closer to your brand.
All this potential is further amplified thanks to the aid of adjacent technologies, such as artificial intelligence. Through integration with AI, brands have begun to see the metaverse as an interesting tool for gaining engagement and new revenue.
Given this dubious scenario characterized by enormous potential, yet little explored, I would like to share some key trends and challenges that will accompany the development of the metaverse by 2025, with a focus on helping marketing professionals prepare for this new era.
- Immersive and interactive experiences
Immersion is the soul of the Metaverse. Today, brands like Nike, with their NIKELAND platform embedded within Roblox, already demonstrate the power of this approach. The tool goes beyond a mere virtual showroom; it consolidates a world where users can create avatars and interact with the sports brand in a playful way, strengthening the user's emotional connection with the products. AI, in turn, enhances these experiences by enabling the creation of realistic avatars with natural movements and expressions, as well as intelligent NPCs (non-player characters) that provide personalized interactions.
- Real-world integration, facilitated by AI
The convergence between the physical and digital is a strong trend for 2025, and the metaverse could be a practical solution for this purpose. Forever 21, for example, now features a store in the metaverse that mirrors its physical collection into the digital realm. This omnichannel strategy offers an innovative shopping experience and also boosts sales, both online and offline. AI once again comes into play by analyzing real-world data, such as shopping preferences and consumer behavior, in order to personalize offers and experiences.
- Hyper-personalization with AI
Using a practical work as an example again, Coca-Cola recently used NFTs to unlock personalized experiences, such as access to exclusive events and collectible virtual items. This strategy strengthens customer loyalty and helps create a sense of community around the brand. Through its ability to analyze large volumes of data, AI becomes crucial in this environment to offer personalized experiences at scale, predicting users' needs and desires in the Metaverse.
- Monetization opportunities
Today, the Metaverse still represents a new way of monetization for businesses. Luxury brands, such as Balenciaga and Louis Vuitton, are already selling virtual clothes and accessories, creating new revenue streams and reaching a younger, more connected audience.
- Metaverse as a service channel with Conversational AI
Imagine resolving your doubts with a virtual assistant in an immersive 3D environment. This is yet another possible use within the metaverse, focusing on the bond between the brand and the customer. Furthermore, thanks to the use of AI, companies will be able to promote more natural and personalized interactions, available 24/7, enhancing efficiency and customer satisfaction.
