AI and the Metaverse in Business Strategy

The Metaverse has quickly become an important part of the future of the business world. Mainstream companies like Walmart, Toyota, Nike, and many others have established a presence with virtual goods (NFTs), virtual spaces for consumers to interact, and employees to collaborate and train. Yet there is little research into Metaverse strategies that are efficient and sustainable over time. With the rise of AI, businesses now have the opportunity to integrate AI and the Metaverse as complementary technologies, reshaping their strategies for innovation and competitive advantage. We researched the top 500 global brands to uncover lessons from entry approaches taken. Our research aims to identify how AI has helped increase the adoption of the Metaverse and determine its viability in the short term and long term. Our research has practical implications on how this technological shift will shape the future of business strategy.