From science fiction to integration with real life, what are the opportunities and challenges in the metaverse

Metaverses are environments in which humans interact socially and economically as avatars in cyberspace, through software and hardware technology. The most famous project is Mark Zuckerberg’s META project, but there are also others, and several companies are making their first attempts in these universes, such as Coca-Cola or Gucci. However, like any new trend, the question is whether investments in the metaverse will be profitable and whether users will feel comfortable in these environments in terms of protecting their psychological safety and their private data.

These issues were discussed on the first day of the renewed and innovative version of Management 2030, the meeting organized by Nation, which began with a dialogue between the vicissitudes of the Secretary-General of the Editorial Office, José del Rio, and Sergio Kaufman, President of Accenture Argentina It is Hispanic South America, in changing environments such as the desert and Mars. Thus began the first event in Metaverse.

“Right now we feel actually, this is not a game. Banking, e-commerce, social networking, everything is going to go towards this format. For now, companies are running beta testing, but the rest of the pandemic will take us to metaverses. The path to success goes like this.” Kaufman stated.

Meanwhile, in the face-to-face painting – whose copy also appears later in an avatar -, Carlos Perez, The head of advertising agency BBDO Argentina, said the metaverse is “a big promise” and that he’s not skeptical, but he’s also not optimistic.

“It’s a matter of time. We overestimate technological progress in the next two years, but we underestimate it in the next 10 years,” says Bill Gates. There is an opportunity for brands, because it can be a way to increase business, but we will have to see how comfortable we feel there and what kind of experience works and what doesn’t,” pointing to.

In this sense, the founder and CEO of Trendsity, Mariela Musiolsky, He said that members of Generation Z (those born between 1997 and 2012) come from a world the games So they are more aware of this than the rest of the population, and at the same time, they have inherent values ​​that made, when there was an abuse case in the metaverse, they reported it right away.

“In the metaverse there is an infinite number of opportunities to improve social well-being, but inequality or polarization can also be replicated there. He explained that there are risks such as real life and concerns about whether they will be safe places and whether the data will be preserved.

Regarding brands, he said that since knowledge of the metaverse is so uneven, it will be necessary to study what Objectives More knowledgeable enough to face it. And there are already Argentine brands that are making inroads, such as María Cher.

“We started the exploration by designing the products we had, like boots and jackets that would be in the shop s You will be able to purchase virtual clothes. In addition, soon someone will be able to buy a jacket with a digital twin ”, mentioned Maria Chernajovsky The owner of the brand, said that in the virtual world you can put wings or stones on clothes and this is very creative and democratic.

As for the offices Sunday hope, Partner and CEO of Newmark Argentina, confirmed that the metaverse will be there not only for business meetings but also for entertainment, as offices are converted into social spaces.

As for real estate investments in the Metaverse area, he said they amount to $30 billion. “It’s like what happens with cryptocurrencies. Metaverse is my guess. If this world goes on, the one who bought islands in the metaverse will be like the one who bought bitcoin five years ago.” pointed out.

Finally, CEO of Humanize Consulting, Alexander Melamed, He said the metaverse equals people because we all have to learn about it.

“We’re in version 1.0. It’s like being with the first Movicom. There we can’t imagine having smartphones. The Metaverse will continue to give us many surprises and we have to get on this train. We Argentines know that when there were economic crises, big companies were created. Hopefully we can jump on that bandwagon and be pioneers in some way.” Hill.