Big Data Analytics in the Metaverse : Business Value Creation with Artificial Intelligence and Data-Driven Decision Making

The metaverse as it is currently envisioned – a persistent and immersive world based on virtual and augmented reality – is an immense business opportunity across all major sectors and industries and will further increase the volume and variety of available data. Those unlimited data streams require modern big data analytics and artificial intelligence solutions to generate valuable business insights. This paper argues that metaverse ecosystems and the generation of data in those ecosystems can be harnessed to create value through sustained and disruptive innovation. Concrete, this paper explores how the development of the metaverse drives innovative industry specific applications and use cases and how companies can use big data analytics-driven innovations to create business value in metaverse ecosystems. Further, it examines the dark side of AI and analytics solutions, and their far-reaching security, ethical, and social implications. Finally, it concludes with a future research agenda