Leveraging Generative Artificial Intelligence in the Age of the Metaverse: Opportunities in Social Media Advertising

Nathan Ehambara, Clement Joseph, Mark Hall

Research output: Contribution to specialist publicationAIB Review - scholarly output

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Abstract

“The metaverse is here, and it’s not only transforming how we see the world but how we participate in it – from the factory floor to the meeting room.” Satya Nadella, Microsoft Chief Executive Officer (CEO).

Technological developments in the age of the metaverse have significantly changed the social media advertising landscape. Researchers, Ali and Khan (2023), assert that traditional marketing approaches have been extensively revised with the advent of the metaverse. Businesses can now interact with consumers in a multitude of modalities. The metaverse has particularly enhanced audience segmentation, optimising advertisement placements and allowing consumers to experience a fully immersive 3D digital environment. The user experience has been dramatically improved through the integration of augmented reality (AR) and virtual reality (VR) into social media advertising. These reality technologies provide interactive and immersive components that significantly boost brand visibility. In the age of the metaverse, comprehending the evolution of advertising strategies, such as by maximising the unrealised potential of AR and VR technologies, promises excellent opportunities for marketers to succeed in social media advertising. In this article, we explore integrating generative artificial intelligence (GenAI) with AR and VR technologies in the age of the metaverse, which could fundamentally further change the traditional approach to social media advertising and offer businesses even more opportunities.
Original languageEnglish
No.11
Specialist publicationAIB Review
Publication statusPublished - 21 Dec 2023

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