METAVERSE AND ITS COMMERCIAL APPLICATIONS: OPPORTUNITIES AND CHALLENGES FOR THE COMPANIES

Abstract

The constant technological evolution has affected many people in recent years. In this new environment, a recent phenomenon called metaverse grew exponentially after the emergence of the company Meta, formerly Facebook, which showed interest in developing technologies related to this platform. Therefore, this study proposed to analyze the current commercial applications of the metaverse, in addition to identifying opportunities and challenges faced by companies in its implementation. The study is based on bibliographical research of an exploratory-descriptive nature, consisting of a qualitative and a quantitative data analysis. Through the search carried out, a file was created containing 99 different publications found on the internet on the metaverse topic, which were categorized, in order to understand the market's vision of this technology, as well as its future opportunities and expectations, and barriers to implementation. . Among the main results, companies participating in the metaverse were identified, the technologies they use and how they relate to the metaverse, the benefits, barriers, and future expectations regarding their use. It is expected that the research results can help managers and academics interested in implementing this new technology in the business environment, in addition to listing the opportunities linked to the metaverse and understanding how companies are appropriating this new technological platform to do business.