Big Data Analytics and Artificial Intelligence for Metaverse Practices in Business

Abstract

The metaverse offers users a combination of the physical and virtual worlds. Companies have entered the metaverse by offering virtual products such as virtual NFTs and virtual services such as concerts/games. One of the major drawbacks of the metaverse for marketers and data scientists is the collection and analysis of huge amounts of complex and sensory data from the metaverse. Companies are taking advantage of big data analytics and artificial intelligence applications to gain valuable business insights from the dynamic data flow of the metaverse. In this chapter, the authors focus on the adaptation of techniques used in the analysis of digital data, especially social media, to metaverse areas. It is suggested to adapt artificial intelligence applications such as machine learning, deep learning, and neural networks used in the analysis of digital data, as well as techniques such as netnography used in qualitative social media research to metadata applications. In the study, metaverse applications of different brands are included in order to guide businesses.