In 2021, Mark Zuckerberg, CEO and founder of Facebook, surprised the world by announcing the name change of his company to Meta, aiming to explore 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 creating alternative and immersive virtual environments where people can interact and engage in any activity.
Several years after the initial boom, the metaverse has evolved from a futuristic idea to a reality in the making. Although it has not yet achieved the expected initial success, the feature now opens doors for interesting experiments and initiatives within digital worlds.
One of the areas that has been exploring the technology well since then is marketing. This is because brands seem to have realized the potential of the metaverse to create deeper and more interactive connections with consumers. Platforms like Roblox and Decentraland can now be seen as living laboratories where these strategies are taking shape, proving that these parallel worlds can be an interesting alternative to engage the audience with their brand.
All this potential is further enhanced thanks to the assistance of adjacent technologies, such as artificial intelligence. Through integration with AI, brands have begun to see the metaverse as an interesting tool for increasing engagement and generating new revenue.
Facing this ambiguous scenario characterized by tremendous potential, yet little exploration, I come to share some key trends and challenges that will accompany the development of the metaverse until 2025, focusing on assisting marketing professionals in preparing for this new era.
- Immersive and interactive experiences
Immersion is the soul of the Metaverse. Today, brands like Nike, with its NIKELAND platform embedded in Roblox, already demonstrate the power of this approach. The tool goes beyond a mere virtual showroom; consolidating 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, allowing the creation of realistic avatars with natural movements and expressions, as well as intelligent NPCs (non-playable characters) that provide personalized interactions.
- Integration with the real world, facilitated by AI
The convergence between the physical and the digital is a strong trend for 2025, and the metaverse can be a practical solution to this end. Forever 21, for example, now has a store in the metaverse that mirrors its physical collection into the digital space. This omnichannel strategy offers an innovative shopping experience and also drives sales, both online and offline. AI once again comes into play by analyzing real-world data, such as purchase preferences and consumer behavior, in order to personalize offers and experiences.
- Hyperpersonalization 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 to create a sense of community around the brand. Through its ability to analyze large volumes of data, AI becomes crucial in this field to offer personalized experiences at scale, anticipating the needs and desires of users in the Metaverse.
- Monetization Opportunities
Today, the Metaverse still represents a new form of monetization for businesses. Luxury brands such as Balenciaga and Louis Vuitton already sell virtual clothing and accessories, generating new sources of revenue and reaching a younger, more connected audience.
- Metaverse as a Customer Service Channel with Conversational AI
Imagine resolving your doubts with a virtual assistant in an immersive 3D environment. This is another of the possible uses within the metaverse focusing on brand and customer bonding. Furthermore, thanks to the use of AI, companies will be able to promote more natural and personalized interactions, as well as being available 24/7, enhancing efficiency and customer satisfaction.
