AGORA doctoral candidate Arezou GHANAVAT POUR is investigating how actors’ interactions shape customer experience in the Metaverse. She shows that the Metaverse has evolved from a futuristic vision into a dynamic digital ecosystem where human interactions and technology merge to create immersive experiences. Businesses are transitioning from traditional e-commerce to virtual commerce (v-commerce), leveraging VR, AR, NFTs, and blockchain. However, its true power lies in the interactions between key actors.
At the core, users navigate the Metaverse through digital avatars, which enable them to socialize, explore, and shop in virtual environments. Businesses, in turn, create branded spaces where AI-powered ambassadors enhance engagement. Digital assets, such as NFTs and virtual goods, redefine ownership, allowing users to buy, sell, and trade with real-world value. AI-driven recommendations and virtual marketplaces further streamline interactions, offering unparalleled personalization.
Yet, the Metaverse presents challenges. Unlike traditional platforms with linear interactions, it is an evolving network where customer experiences are co-created in real-time. Brands that fail to embrace immersive engagement risk losing users who expect more than static storefronts. Social networking and blockchain-driven digital ownership are crucial for fostering trust and loyalty. Seamless customer journeys remain elusive due to fragmented experiences, technological barriers, and overlooked behavioral factors. Latency, accessibility, and security concerns disrupt engagement, while research often prioritizes infrastructure over user psychology.
The future belongs to brands that invest in AI-driven, gamified experiences with personalized avatars and NFT-based loyalty programs. Beyond visual immersion, integrating touch, sound, and scent will elevate engagement. As the Metaverse expands, the brands prioritizing meaningful interactions over mere presence will define the next era of digital experiences—shaping virtual worlds as impactful as the physical.