Observed Signal · Nov 1, 2022 · Trend Analysis · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
Whole World Metaverse Could Transform Customer Experience, AR Experts Say
CMSWire examines how the metaverse could expand beyond virtual worlds into the physical world through augmented reality, transforming customer experience. Experts from Virtual Brand Group, MdDAO and Trigger XR describe 'phygital' retail, experiential 3D content and AR glasses as the next phase of brand engagement. The article highlights several obstacles to VR-based metaverse adoption: high device costs, a September 2022 Publicis Sapient study showing only 8% of consumers own a VR headset, limited VR support in major virtual worlds, and a lack of interoperability standards. Despite this, a Sitecore report cited by CMSWire says 87% of consumers expect the metaverse to play a large role in shopping and brand interactions, while only 31% of marketers include it in strategy. The piece concludes that the whole world metaverse offers brands a unique opportunity for customer engagement.
Explores potential impact of AR/metaverse on customer experience and marketing, citing expert views and survey data, but contains no concrete AdTech platform or industry-changing developments.
Track Meta Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Gartner defines a metaverse as a collective, persistent, virtual 3D shared space created by the convergence of virtually enhanced physical and digital reality.
- A September 2022 Publicis Sapient study found only 8% of respondents owned a VR device or headset.
- Sitecore's 2022 'Perceptions of the Metaverse' report found 87% of consumers expect the metaverse to play a large role in how they shop and interact with brands.
- Decentraland was initially reported to have 38 active daily users, later corrected to 8,000.
- Less than 1 in 3 marketers (31%) said the metaverse is part of their strategy.
Connected Companies & Entities
9 Entities mapped“Meta's grand vision of the metaverse is that of virtual worlds inhabited by millions of users......”
“Gartner defines a metaverse as a collective, persistent and virtual 3D shared space......”
“A September 2022 study by Publicis Sapient indicated that of those polled, only 8% said they own a VR device or headset....”
“Mark Nottingham, senior principal engineer at Fastly and leader in the Internet Engineering Task Force pointed out......”
“A recent report from Sitecore titled 'Perceptions of the Metaverse' revealed that consumers have high expectations for the metaverse......”
“The whole world metaverse makes use of augmented reality glasses such as Microsoft's HaloLens2......”
“The whole world metaverse makes use of augmented reality glasses such as ... Apple's upcoming AR glasses......”
“For those who are [into gaming], there are virtual worlds such as Roblox......”
“For those who are [into gaming], there are virtual worlds such as Roblox, NVIDIA Omniverse and the previously mentioned Sandbox and Decentra...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Grok Bot Searches X, Integrates Rival AI Models
SpaceXAI has enhanced its AI agent Grok Bot with the ability to continuously search and analyze the entire X platform. Users can now deploy the agent for 24/7 social listening, brand monitoring, and trend analysis, similar to Google's Information Agents. Grok Bot will also integrate other AI models from competitors, such as Claude Opus 5.5, Midjourney, and Suno, depending on the task. This move signals a shift towards multi-model AI agents and expands the capabilities of AI-driven social media analytics.
Instagram Edits App Now Supports Carousel Creation
Instagram's Edits app now allows creators to create Carousel posts directly within the app, according to an announcement by Instagram's Creators account via Instagram and Threads. The feature is available immediately for iOS users, with an Android version expected soon. In a broadcast channel, Instagram head Adam Mosseri confirmed that users can mix photos and videos on any slide, connect images across slides, and use the same stickers, text effects, and cutouts used in video editing. This functionality aims to streamline content creation and boost engagement, as Carousels remain a popular format on the platform. Additionally, the Edits AI Assistant, which provides video ideas based on account metrics, is currently available only in the US. Meta continues to enhance its creator tools to support social media marketing efforts.
Verndale Launches AI Visibility & Content Supply Chain Services
Verndale, a digital consultancy, has introduced new services to help marketers measure and improve their brand's visibility in AI-generated answers. As AI assistants like ChatGPT and Google's AI Overviews increasingly influence research and buying decisions, brands need to know whether they are mentioned, recommended, and correctly described in these responses. Verndale's services include an AI Visibility assessment that tests real audience questions across major AI platforms, identifying gaps in brand mentions and citations. They also offer an AI-Ready Content Supply Chain Assessment to optimize content operations for AI-era discoverability. The company cites research from SparkToro showing 68% of Google searches end without a click, and Gartner reporting 45% of B2B buyers use generative AI for purchase research. A case study with Quinnipiac University demonstrated significant improvements in content optimization and AI readiness through governed agent workflows.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.