Title: Metaverse! Intersection with artificial intelligence: a qualitative study focusing on building great customer experience

Authors: Vijay Kumar Jain; Pooja Gupta; Shrish Singh; Vijay Prakash Anand; Shubhendra Singh Parihar

Addresses: Department of Management Studies (SoLAM), DIT University, Mussoorie Diversion Road, Makka Wala, Dehradun, Uttarakhand-248009, India ' School of Computing, DIT University, Dehradun, India ' Manav Rachna International Institute of Research and Studies (MRIIRS), Faridabad, Haryana, India ' Jaipuria Institute of Management, 1, Bombala Institutional Area, Pratap Nagar, Jaipur Rajasthan, India ' Jaipuria Institute of Management, Lucknow Uttar Pradesh, India

Abstract: Companies perceive the metaverse as a novel approach to interact with clients and generate fresh commercial prospects. Metaverse is one method for creating a brand that resonates with consumers on an emotional level and spurs success, demand, and enduring client loyalty. Both metaverse marketing and in-person brand encounters require the same essential elements in order to produce engaging and authentic brand experiences. The goal of the current study is to determine what motivates consumers to adopt metaverse technology, which enables businesses to engage with clients in ways that set them apart. The current analysis finds links between the factors of metaverse adoption and prioritises them using the DEMATLE technique. Promoting metaverse marketing will be made easier for marketers because it gives businesses a rare opportunity to look into new directions for growth, customer outreach, and regular shopper involvement.

Keywords: digital ownership; artificial intelligence; virtual and augmented reality; non-fungible tokens; NFT; blockchain based operations; immersive environment.

DOI: 10.1504/IJIMA.2026.155127

International Journal of Internet Marketing and Advertising, 2026 Vol.25 No.1, pp.1 - 25

Received: 12 Nov 2023
Accepted: 18 Mar 2024
Published online: 28 Jul 2026 *

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