The Significance of Artificial Intelligence in the Realms of Marketing, Advertising, and Branding inside the Metaverse

Authors : Sevgi Aydin, Kemal Gökhan Nalbant

Pages : 301-316

View : 183 | Download : 289

Publication Date : 2023-12-30

Article Type : Research Paper

Abstract :The potential effects of the metaverse on the marketing industry are expected to be multifaceted. The application of augmented reality technology allows consumers to interact with products without physically leaving their homes. The metaverse presents an opportunity for the actualization of in-store experiences. Furthermore, it is expected that there will be an increase in the variety of branding options inside the metaverse. It is important to take into account the influence of virtual billboards and customers\' virtual clothing choices on brand recognition. In this study, we aimed to investigate the relationships between artificial intelligence (AI) and the metaverse within the domain of marketing and conducted a comprehensive SWOT analysis in the metaverse domain, with a specific emphasis on investigating the significance of AI inside the metaverse realm. Furthermore, a substantial body of research has been undertaken to investigate many technologies and applications pertaining to the metaverse. Besides, the examination of niche subjects such as metaverse advertising and metaverse marketing, which have been somewhat overlooked in existing scholarly works, has been conducted in great depth.
Keywords : Yapay Zeka, Dijital Pazarlama, Metaverse, Metaverse Pazarlama, Swot Analizi