This spotlight examines the rise of the metaverse, a digital ecosystem combining augmented and virtual reality to create immersive social, commercial, and entertainment experiences. Popularised by Meta’s 2021 rebrand, the metaverse represents the internet’s next phase, moving beyond screens into 3D interaction.

Businesses can benefit through AR-powered shopping, virtual events, and NFTs, with examples including Gucci’s Roblox collaboration and Balenciaga’s Fortnite partnership. For consumers, the metaverse promises new ways to socialise, work, game, and shop. Access requires advanced hardware like AR glasses or VR headsets, with Meta, Apple, and Sony investing heavily. Early adopters stand to gain long-term influence and opportunities.