The Metaverse

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The Metaverse

We asked 10 experts to share their views and opinions on the metaverse.

"Until an avatar can replicate the exquisite sensory detail of face-to-face interaction or even a video conference call, I think there will be significant challenges for business applications."
— Corbin Ball, CMP, Corbin Ball and Co.

"I see trade show exhibits and any metaverse activity working in parallel and not crossing over too much other than in general messaging."
— Chris Wendel, principal, ChrisWendel Design + Communication

"People go to trade shows mostly because of the interaction between real humans. Putting that through a tech filter creates friction that defeats the human component."
— Mitchell Mauk, principal, Mauk Design

"The challenge is to create a metaverse strategy that brings in new eyes instead of alienating core clients."
— Melissa Meloro, vice-president, strategy, Sparks Marketing Corp.

"Almost everyone spends the majority of their time participating in the metaverse we already have, i.e., screen time. Therefore, the rightful amount of attention is being drawn to its impact."
— Rhiannon Andersen, chief marketing officer, Steelhead Productions

"It will provide an alternate option for receiving information on health-care providers' own time, potentially further diminishing the need to attend trade shows in person."
— Eileen Musser, USMA business strategy and operations, director, Genentech Inc.

"My biggest worry is how to find what is real versus what is smoke and mirrors."
— Glenda Brungardt, CTSM, global events manager, HP Inc.

"It is not overhyped. It is just early in adoption and facing challenges due to the negative press, complexity, and learning curve."
— Jason Vickers, senior manager, trade show marketing operations, Verizon Business

"It's still rather limited except in gaming or fashion. Making it work for business value is a ways away. Just ask Mark Zuckerberg."
— Francesca Gangitano, senior director, strategy and planning, Impact XM

"The metaverse is about where the internet was in the early to mid-1990s. Was it overhyped? The difference is that it won't take 30 years to catch up. More like five to 10."
— Jack Shaw, innovation and technology strategist