Next Stop Metaverse: Opportunities and Barriers of AI-based Virtual Worlds for Companies

This paper explores the emergence of the Metaverse and its implications, focusing on the convergence of physical and virtual space. It presents the findings of an empirical survey conducted with thirty companies in Baden- Württemberg (Germany), regarding the opportunities and challenges of AI-based virtual worlds. The study was conducted following the methodological approach of Grounded Theory according to Gioia et al. [1]. The results reveal common opportunities across industries but varying challenges similar to those of digitalization. The findings offer actionable recommendations for companies, investors, and governments to align their strategies with the needs of the Metaverse.