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Meta has unveiled its eagerly anticipated VR headset, Quest 3. The CEO of Meta Platforms, Mark Zuckerberg, introduced the mixed-reality device on Instagram just hours before the company's annual gaming conference, the Meta Quest Gaming Showcase.

Meta's blog post revealed details about the new headset, including its sleek design, which is 40% thinner than its predecessor. With Color Mixed Reality, an enthralling fusion of augmented and virtual reality elements, Quest 3 promises an unparalleled immersive experience.

The device features a new Qualcomm chipset, doubling the graphics performance and enhancing visual quality. Quest 3 will be available in the fall with 128GB of storage for $499.99, along with an additional storage option. Further information will be announced during Meta's VR conference in September.

High-fidelity color Passthrough, innovative machine learning, and spatial understanding let you interact with virtual content and the physical world simultaneously, creating limitless possibilities to explore,” said Meta in a release.

Compatibility with Quest 2 games ensures a seamless transition for existing users. To stay updated on Quest 3, interested individuals can sign up for updates. Meta plans to enhance the performance of Quest 2 and Quest Pro through an upcoming software update that provides improved CPU and GPU performance and enables dynamic resolution scaling.

The social media giant has also announced a price reduction for Quest 2 to make it more accessible to enthusiasts. The price of the Quest 2 has been lowered by $100, with the 128GB version now priced at $299.99 and the 256GB version available for $349.99.

The company shared plans to release the Quest 3 during the third-quarter 2022 earnings call, highlighting an expected increase in operating expenses. The increase was partially attributed to expenses related to Reality Labs hardware, particularly due to the upcoming launch of the next version of the consumer-oriented Quest headset.


Notably, Meta announced the VR headset just a few days before WWDC23, Apple's annual conference, where Apple was expected to unveil its long-awaited mixed-reality headset. The new Apple VR headset is an innovative virtual reality device that aims to provide users with an immersive and advanced VR experience. It boasts high-resolution displays, powerful performance capabilities, and various sensors for accurate movement tracking. With Apple's focus on integration and ecosystem, the new VR headset is expected to deliver a compelling virtual reality experience. It represents a significant advancement in VR technology and opens up new possibilities for users to explore virtual realms.

That is how Meta and Apple are diving headfirst into the thrilling battle of virtual reality headsets! Why? For starters, the VR market is exploding with potential, and these tech titans don't want to miss out on the action. They're both eager to wow users with mind-blowing immersive experiences.

But let's not forget the competitive spirit that drives these giants. Meta and Apple have been locking horns in various arenas, and now VR headsets are the newest arena for their clash of innovation. It's a race to showcase their technological brilliance and claim the throne of virtual reality supremacy.

By releasing their own headsets, Meta and Apple take charge of the entire user experience, from hardware to software integration. They want to deliver a seamless, jaw-dropping journey into their immersive worlds, tightly integrated with their ecosystems. It's all about keeping users engaged, loyal, and hungry for more mind-bending content, applications, and services.

Indeed, Meta and Apple are competitors in the metaverse and VR space. Meta has a strong focus on social interactions and creating shared experiences, while Apple emphasizes hardware design and ecosystem integration. Meta benefits from a large user base and a robust developer community, while Apple brings its expertise in user experience and seamless integration with their existing products. Pricing varies, with Meta offering more affordable options and Apple positioning their VR headset as a premium product. Both companies aim to deliver cutting-edge features and technologies. As the metaverse and VR industry continue to grow, the competition between Meta and Apple will drive innovation and shape the future of virtual experiences.

And let's not overlook the fact that Meta and Apple are powerhouses in their own right, constantly seeking new frontiers to conquer. VR headsets allow them to expand beyond their traditional domains, opening up fresh markets and captivating the hearts and minds of tech enthusiasts everywhere.

So, brace yourself for an epic showdown between Meta and Apple in the realm of VR headsets. It's a battle that promises innovation, excitement and a dazzling array of choices for all the VR enthusiasts out there. Get ready to strap on your headset and immerse yourself in a world of limitless possibilities!

Everyone seems to be eyeing the Apple keynote on June 5th. Excitement abounds as to how great the supposed Apple Reality Pro headset will be. I think most analysts are missing the point by looking too closely. As innovative as the new product might be, its commercial success - or price, for that matter - is largely irrelevant.

Let me explain.


Looking at existing products, we inevitably have to talk about the leading Virtual Reality (VR) headset, Meta Quest 2 (Oculus Quest 2). Which to date is the best-selling consumer-grade VR experience at an affordable price point. However, it is also a product looking for a raison d'être. Facebook took a product company (Oculus) and rebranded to Meta (desperate move, but that's another topic) and, to give investors a story, presented some simple math may be along these lines: the Metaverse is all about VR, Facebook bought the leading consumer-VR product, and Facebook can force VR-users to utilize a Facebook login, meaning a large part of customers can be upsold and kept walled in a Facebook advertising Metaverse. The problem was: there never was a compelling reason to buy a Quest 2. And Facebook's Metaverse initiative Horizon Worlds never took off and likely never will.

What baffles me is how clueless Meta has been with commercializing the (at the time) fantastic product. I could easily see applications for an Oculus as a multi-screen replacement and, therefore, invaluable office equipment replacing thousands of dollars worth of monitors and cables at each desk, selling hundreds of millions of devices every year. What is still missing for this is a comprehensive new concept of interacting with data in three dimensions. Our current point-and-click interfaces need a turn to mixed mode (visual, gestures, voice recognition etc.) to be truly natural and immersive. Gestures alone seem incomplete. Speech alone is error-prone. A product alone doesn't make a good strategy, and with Meta the absence of a long-term strategy has become painfully obvious. I would not be surprised to see Meta dabble a little longer not to lose face and, in 2-3 years, focus entirely on the enterprise customers to cut costs or sell Oculus off to generate some cash for the next pivot.


As I wrote last year as a follow-up to WWDC 2022, to me, Apple is well on track with their long-term strategy for the next iteration of the Web. They just do not call it out, but if you connect the dots, I think the picture is clear.

I would argue that their hypothesis is that immersion will still be rooted in the physical, real world. Therefore they will likely focus more on Mixed Reality (MR) and Augmented Reality (AR) as a first step before going for Virtual Reality (VR). 

Apple has steadily been readying their ecosystem for mixed-mode operation - unlike any other company.

Quantifying self. Every smartphone is a sensor tracking our every movement. Face ID combines a camera and infrared images for accurate detection of faces and sentiment. Apple watch (spoiler: it's not actually a watch) is a health sensor to measure sleep, aFib, and more. With every generation of devices, the picture of the bearer becomes clearer, more detailed, and more valuable.

Natural language processing. Siri might be subpar as a voice assistant. But the fact remains that Apple probably has the world's 2nd largest network of voice recognition devices. That training data enables Apple to fine-tune and interpret speech to comprehend commands and situations.

Quantifying the world. Apple's iPhone camera and image recognition are among the very best. But beyond just capable cameras, ever since the iPhone 12 Pro, powerful LiDAR sensors have been added to capture 3D environments (Google and Samsung were first but have dropped LiDAR in the meantime). Apple is building out this capability. AI and digital twins will become more important in the future (the other leading software company in AI and LiDAR is... Tesla).

Digital transactions. Apple Pay (including pay later options) shows that Apple is taking payment beyond just replacing credit cards. As money is information, this move could prove vital not just for Apple to enable transactions but for Apple to become a major gateway. As societies move more and more toward digital (more IoT, digital wallets, digital goods, even cars being connected), gateways will not succeed by being "one out of several options" during e-commerce checkout but by being the default gateway on key devices like smartphones, or in cars. Apple is taking payment to the entire 24h of life while payment companies focus on "moments of few, selected transactions".

Real-time computing. Apple's silicon is likely the most powerful in the world per watt-hour. Which allows them to process more data more efficiently and in real time. What is paying dividends with the iPhones and iPads, has been extended to the Macbook range. Controlling hardware and OS with powerful and energy-efficient silicon will allow for more data processing, faster response times, more AI, longer stamina and a better user experience. Software companies building upon 3rd party hardware and software will face several obstacles if they wish to re-create the smoothness required for a true, immersive feeling of MR and AR.

Mixed mode. Continuity and seamless handover between experiences will be required in MR, AR and VR. Voice, gesture and traditional input methods will have to work hand-in-hand. With iOS 16, Apple laid the groundwork for this. Apple was always willing to pioneer new user interfaces, even if not always successful. Apple Lisa was a failure, but their mouse concept caught on with the Macintosh. Likewise, the touchscreen couldn't save the failed Apple Newton but was crucial to the success of the iPhone. Apple certainly understands user-centric interfaces, and I bet this is what we will see from them: new ways of interaction design. While I am indifferent about what Apple's first generation headset "product" can do, I am excited to see their hypothesis of how to design for the next generation of the internet. That is the revolution I am looking forward to seeing. Perhaps already in a couple of days, perhaps in the coming months. But I do bet on Apple leading the way toward the digital future.

June 2023, Mark Forster. Written on a Windows 11 laptop and sketched on a Google Pixel 7 Pro 😉.

Web2 is quickly becoming a thing of the past. Believe it or not, we are gradually moving from the Internet of the previous generation to the new wave of the web.

The Internet that we have always known has not been a solid constant; rather, it has been gradually evolving and changing. Web1 was primarily composed of static HTML websites that lacked interactivity and had limited user engagement. Web2 added two major components: social media and dynamic content. Social media facilitated user engagement by allowing users to comment, share, and post content on websites. Dynamic content was introduced by the widespread use of AJAX and JavaScript, which allowed for content to be updated without the need for a page reload. The rise of e-commerce and web applications further increased the interactivity of websites. Web2 also brought about better user experiences and a focus on content made by users.

Finally, Web3 has added technologies such as artificial intelligence and machine learning, which have further advanced the interactive nature of the web. The Internet has evolved significantly since Web3, with the introduction of new technologies such as blockchain and decentralized applications, as well as an improved user experience. This new generation of the Internet is built on distributed, trustless networks and protocols, making it more secure and resilient than ever before. Web3 also enables developers to create powerful, highly interactive applications, allowing them to integrate data from any source, including the Web, devices in the Internet of Things, and legacy systems. Let’s refresh our memory and remember the main traits of Web3.

Distributed Ledger Technology

Web3 leverages blockchain technology to enable a secure, distributed, and decentralized network for data transmission.

Smart Contracts

Smart contracts are self-executing digital agreements stored on a blockchain, enabling automated enforcement when certain conditions are met. They can facilitate, verify, and enforce agreements for financial transactions, real estate, or trade agreements. Smart contracts are a new way to create, store, and manage legally binding agreements.

Decentralized Applications (dApps)

dApps are open-source, decentralized apps powered by smart contracts, providing users enhanced privacy and no reliance on third parties. Examples include games, prediction markets, and exchanges.

Data Privacy and Security

Web3 provides added layers of security and privacy for data, allowing users to control how and when their data is accessed.


Web3 enables the tokenization of digital assets, allowing users to gain access to previously hard-to-reach asset classes.

Open Data Protocols

Open Data Protocols in Web3 are protocols that enable access to data stored on blockchain networks. They provide uniform data access while leveraging decentralization, allowing multiple apps and services to share data. Examples include IPFS, BigchainDB, Libp2p, and ENS.

Machine Learning

Machine Learning in Web3 is the process of leveraging technologies to enable autonomous agents - running on decentralized computer networks - to learn from data, make decisions, and take action. This can be used to build intelligent applications, such as automated financial services, prediction markets, automated insurance, and more. By utilizing machine learning, developers can create applications that can autonomously adapt to changes in user behavior and trends in the market.


Web3 enables data and applications to seamlessly interact across different networks and protocols.

One of the main proofs that Web3 is already here is the appearance of new products related to the Internet of the new generation. The development of spatial computing, the popularization of VR/AR, the evolving concept of the metaverse, the transformation of social media, and many others. Also, many web products that were widespread in Web2 are gradually getting outdated and likely be replaced with the new updated Web3 alternatives. These are the examples:


Audius is an innovative, decentralized music streaming platform that allows anyone to publish and access music without having to pay for a subscription. Artists can generate immutable and time-stamped records for their works with an incentive-aligned decentralized network of node operators, enabling them to create gated content, artist tokens, and remix contests.

Plus, with the native platform token $AUDIO, users get premium access to engage with exclusive fan experiences. On Audius, the future is decided by its users, with the voting weight directly correlated to $AUDIO staked to benefit the platform. It provides an open alternative to subscription-based music streaming services like Spotify.


Presearch is a decentralized search engine, powered by blockchain technology and the PRE token, that allows users to search privately and receive more accurate results.

Its comprehensive ecosystem includes tokens, a decentralized search engine, nodes, keyword staking, a marketplace, and the Ethereum blockchain. The Presearch Engine provides results that are equal to or better than those provided by conventional search engines, with the added benefit of an additional layer of data through community packages. It also ensures privacy, as it does not track or store searches.

Users can get rewarded for searching, operating a node, and referring others to Presearch.

You search

What will happen if we combine ChatGPT and a search engine? Founded by Richard Socher, an esteemed natural language processing (NLP) researcher and former chief scientist of Salesforce, is a revolutionary AI-powered search engine.

Furthermore, also offers two special AI-powered features: YouCode, a coding assistant, and YouWrite, a writing assistant.

This open search platform also encourages developers to create apps and help build a more collaborative and open internet.


Your “secure messenger” is getting less and less secure. Status is an open-source, peer-to-peer platform with end-to-end encryption and a secure messaging app that keeps conversations and funds private.

Plus, their state-of-the-art crypto wallet ensures that funds remain safe from attack. With Status' intuitive design, users can explore the growing DApp ecosystem, including marketplaces, exchanges, games, and social networks, with the confidence that their Web3 browsing experience is kept private.


Want to start with crypto wallets but don’t know where to start?

MetaMask is a software wallet used to securely interact with the Ethereum blockchain. With its browser extension or mobile app, users can store and manage their cryptocurrency wallet, send and receive Ethereum-based cryptocurrencies and tokens, broadcast transactions, and access decentralized applications.

Websites and decentralized apps can connect to MetaMask (and other similar blockchain wallet browser extensions) using JavaScript code. This lets them send action prompts, signature requests, or transaction requests to the user's wallet.

Metamask Web3


Dimo is an innovative new service that helps drivers gain and monetize their car data. The platform uses blockchain technology to allow users to securely store and share the data they gather while driving.

This data can be used to create more efficient driving routes, improve fuel efficiency, and gain a better understanding of the driving experience. Drivers can then monetize this data through the platform. Dimo offers an easy-to-use, secure, and transparent system that can help drivers get the most out of their car data.


Livepeer is a decentralized network for video streaming that uses Ethereum-based technology to distribute video transcoding work. It provides cost-efficient, secure, and reliable streaming infrastructure, bypassing the need to host, store, or distribute video.

The Livepeer Token (LPT) is used to secure the network and coordinate the work responsibilities of those supporting the video encoding process. Orchestrators use their computing resources to transcode video, while delegators stake LPT to ensure quality work. Both earn fees in ether or a stablecoin proportional to the amount of LPT they have staked. Every 5,760 Ethereum blocks, new tokens are minted and shared between delegators and orchestrators.


Experience a revolutionary way of mapping the world with Hivemapper. Their decentralized and ever-updating map is built by people using Dashcam to mine the cryptocurrency, HONEY. This new mapping economy allows users to share the economic benefits of a global map with those who are creating it.

Users simply need to install the Hivemapper Dashcam and start driving. As they drive, they're not only collecting HONEY for themselves but also contributing to a better map for everyone.

This map can then be used by businesses and developers to power their applications and operations.


Brave is a free and open-source web browser that focuses on user privacy. It automatically blocks online advertisements and website trackers and provides users with the option to enable optional ads that pay users in Basic Attention Tokens (BAT), a cryptocurrency.

Brave also includes Brave Wallet, a native crypto wallet that supports EVM-compatible chains (Polygon, xDai, Avalanche, etc.) and L2 chains, as well as non-fungible tokens. All user data is kept private on the user's device and is not accessible by any third party.


Braintrust is a revolutionary Web3 talent network that links skilled, verified knowledge workers with top enterprises around the world. As Braintrust is built and owned by its users, it is designed to always satisfy the needs of the community rather than a centralized company. Braintrust is a network that allows its knowledge worker and contributor communities to acquire ownership and control of the network and its assets through the BTRST token, resulting in an increase in Talent and job postings.

We are now seeing the emergence of Web3 tools into the mainstream – with both new and established companies implementing Web3 elements into their products. It's time to take advantage of this unique opportunity and join the Web3 revolution! With a wide variety of companies joining the fray, the future looks even brighter!

LAB51, a subsidiary of Adello and Swiss leader in the Metaverse world, recently hosted an exclusive event on the new trends and opportunities of the Metaverse.

ZURICH, SWITZERLAND, February 6, 2023 - LAB51, a subsidiary of Adello and Swiss leader in the Metaverse world, recently hosted an exclusive invite-only event on the new trends and opportunities of the Metaverse. Over 35 attendees gathered for the insightful event, led by Mark Forster, the founder of LAB51 and chairman of the IAB Switzerland Metaverse Focus Group.

During his presentation, Forster showcased the technologies driving the metaverse and explained that we are just at the beginning of a development that is growing faster than the Internet did in the 1990s. Despite the recent controversies surrounding cryptocurrencies, the future of the metaverse is looking bright.

Forster also outlined ten key topics that will shape the future of the metaverse, including Avatars, Virtual Reality, NFTs, AI, and Synthetic Media. He explained that these advancements will lead to "Augmented Humans," people who can understand and utilize AI to be more productive and creative in their work. This will revolutionize not just individuals but entire industries and companies.

Using virtual sneakers as an example, Forster demonstrated the difference between virtual and physical goods and why consumers are willing to spend thousands of dollars on digital NFT sneakers. He concluded his talk by saying that the big technology companies of today need to adapt to the changing landscape of digital worlds and that the opportunities for companies and agencies are just as vast as they were in the 90s with the emergence of the Internet or in the mid-2000s with the advent of mobile.

At the end of the presentation, Forster gave a free NFT to all attendees as a symbol of their journey into the metaverse. The talk was followed by an Apéro and networking party with the members of the expert group, where Martin Radelfinger, President of IAB Switzerland, welcomed the attendees and emphasized the importance of such events and the role of the expert group in educating and showcasing the concrete possibilities of the metaverse.


Learn more about the Metaverse from LAB51 experts
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Anna Pak
Adello Group

LAB51 exclusive event - METAVERSE IN 60 MINUTES

We are in 2023, the year when one-size-fits-all ads are gone. With the rise of mobile devices and smartphones, the game has changed, and advertisers are under pressure to deliver highly targeted, personalized, and cookieless ads. 

But what if we told you that there's a secret weapon to take your advertising game to the next level? Enter the world of facial detection technologies. 

What is Facial Analytics Technology?  

Facial analytics technology, including facial detection and facial feature recognition, works by using complex algorithms to analyze a person's facial features and expressions, providing data on factors such as age, gender, mood, and attention span. This information is then used to deliver highly targeted and personalized ads that are more relevant to the user. 

How can Brands Use Facial Analytics in Mobile Advertising? 

Facial analytics technology can bring mobile advertising to a whole new level! For example, a skincare brand can use facial analytics technology to analyze the user's skin type and provide personalized product recommendations based on their specific skin concerns. This level of personalization not only enhances the user's experience but also increases the chances of the ad being remembered, shared, and acted upon, leading to a higher ROI. 

In addition to personalized product recommendations, facial analytics technology can also be used to analyze customer sentiment, providing brands with valuable insights into how their target audience is reacting to their advertising. For example, a beauty brand can use facial analytics technology to determine the user's level of interest and engagement with their ad, allowing them to optimize their advertising for maximum impact. 

Another advantage of facial analytics technology in mobile advertising is its ability to identify the user's age, gender, and ethnicity, allowing brands to tailor their ads to specific demographics. For example, a beauty brand can use this technology to target its ads to women in their 20s and 30s, increasing the chances of the ad being acted upon and leading to a higher conversion rate. 

Adello’s Facial Detection and Feature Recognition technology 

Adello’s Facial-AI is the latest Adello ad creative innovation and the first AI-powered ad media in the industry. With the explicit consent of the user, it activates the camera and, in the first generation launched now, recognizes emotions, age, gender, and location. This enables powerful segmentation without the need for time-consuming personal data entry. 

Adello’s Facial-AI is compliant with data privacy laws, such as the GDPR and CCPA. Thanks to Adello’s creative lab, the ad unit was built with privacy in mind. All sensitive personal data is being collected and processed on the user’s device, and only anonymized numerical values are securely transferred to the server. Adello’s ad creative is able to recognize age, gender, ethnicity, sentiment, location to automatically create a specifically tailored offer. All this happens in milliseconds — no waiting time, no frozen load, only impressive results. 

face recognition

Why should Brands Consider Implementing Facial analytics technology?

Targeted marketing is not a new concept in advertising. Many businesses use data to run targeted advertisements and raise awareness. Brands should consider implementing facial analytics technology because it offers numerous benefits that can improve the effectiveness of their advertising campaigns and increase their return on investment (ROI).  

Increased Personalization

Facial analytics technology can identify the user's age, gender, ethnicity, and sentiments, allowing brands to tailor their ad creatives to specific demographics, leading to increased personalization, greater relevance, and a higher conversion rate. 

Better Understanding of Customer Sentiment

By looking at facial expressions, brands can learn a lot about how their ads make their target audience feel, which helps them make their campaigns more effective. 

Improved Audience Targeting

Facial analytics technology allows brands to tailor their advertising to the specific needs, interests, and emotions of their target audience, leading to a better user experience. 

Collect First-Party Actionable Data 

The data generated by facial analytics technology provides brands with valuable insights into the effectiveness of their advertising campaigns, allowing them to optimize and refine their strategies for maximum ROI.  

Innovative Competitive Advantage

By leveraging the latest technology, brands can stay ahead of the curve and differentiate themselves from their competitors, providing them with a competitive advantage in the marketplace. 


The integration of facial analytics technology in mobile advertising is a game changer for ad personalization, relevance, and brand awareness. By providing brands with valuable insights into their target audience, this technology enables them to deliver highly targeted and personalized ads that are more relevant to the user's needs, interests, and emotions.  

With the growing demand for personalized experiences and the increasing use of mobile devices, the integration of facial analytics technology in mobile advertising is set to become an indispensable tool for brands. 

Adello is constantly developing new creative ideas to help advertisers in the EMEA region, the U.S., and Southeast Asia.  

Follow Adello for more insights and marketing updates. 

The weekly sales volume of Non-Fungible Tokens has significantly increased from 100 sales in 2017 to an estimated 15,000 or even 50,000 by 2022. You may have heard rumblings about Non-Fungible Tokens (NFTs) recently, and the hype around this technology this year was truly remarkable. Do you remember the wild buying of Bored Appes for tens of thousands of dollars or the tales of those who got rich from buying low-cost NFTs?

However, people, who were investing heavily in NFTs these years, suddenly suffered major losses in NFTs value at the end of 2022. Q3 NFT sales dropped significantly, seeing a 60% decrease compared to the previous quarter. At the beginning of this year, Justin Bieber made headlines for purchasing an NFT from the BAYC collection for 500 ETH, which was around $1.3 million at the time. Later, his investment quickly devalued, with the USD value of his NFT dropping by more than 94%!

Big companies are still trying to close their eyes on the NFT drop and push their Non-Fungible Tokens further. Porsche and BMW are releasing their first NFTs, and Starbucks is announcing its NFT loyalty program, while their customers have growing doubts.

Do you remember at the beginning of the metaverse and NFT hype, different experts were saying it's an overhyped bubble? It seems that now they are giggling and rubbing their hands while reading the latest news. So, were they actually right, and will NFTs be graved in 2023? The short answer is no.

What went wrong?

However, there is a sip of the truth in their words. Due to the swift NFT market decline, it calls into question whether or not this technology can indeed revolutionize the digital world. Or is it used correctly?

This could be a result of a few different factors. One key element could be the high benefits associated with NFTs, which could have attracted investors in an attempt to make quick profits.

A further issue could be the fact that many of the sales going through the NFT market are one-off transactions, which do not create sustainable growth.

The lack of a secondary market is another major issue contributing to the NFT market's downfall. A secondary market could provide liquidity, meaning that a seller could turn their NFT into cash easier. This is uncommon in the NFT market, which keeps prices stagnant and makes it difficult for sellers to make money.

Additionally, the lack of a viable market for NFTs leaves investors unable to assess their asset's value.

The growth of the NFT market has also been attributed to the rise of DeFi tokens. DeFi tokens are taking the spotlight away from NFTs as investors and speculators shift their focus from one asset class to another. This has slowed the growth of NFTs, as investors are quickly moving their money into other investments, like generative AI.

Lastly, recent regulatory decisions have had an impact on the NFT market. Several countries, including China, have begun to issue warnings about the risks associated with NFTs. This has led to some investors losing confidence in the market further.

That is why the attempts of the companies to invest in the NFT look like treading water.

Will NFTs, as they are now, recover, or will they be forgotten - we shall see. Perhaps, we will be more mindful of NFT applications and their value than in the past.

Nevertheless, the decline or change of the NFT does not mean the fall of the metaverse and other Web3 elements.


Why NFT fail will not end Web3 and Metaverse development?

It is unlikely that the failure of NFTs would significantly impact the overall development of Web3 technologies and the metaverse.

NFTs are a type of digital asset that are unique and cannot be exchanged for other assets on a one-to-one basis. They are often used to represent digital art, collectibles, and other types of digital assets and have gained popularity in recent years. While the market for NFTs has grown rapidly, it is still a relatively small part of the overall Web3 ecosystem and the metaverse.

The metaverse is a virtual shared space, created by the convergence of virtually enhanced physical reality and physically persistent virtual space, including the sum of all virtual worlds, augmented reality, and the Internet. It is an emerging concept that encompasses a wide range of technologies and applications, including virtual reality (VR), augmented reality (AR), and other types of immersive digital experiences. The development of the metaverse is being driven by a number of different technologies and trends, including the growth of Web3 technologies and the increasing popularity of immersive digital experiences.

In conclusion, while the success or failure of NFTs may have some impact on the Web3 ecosystem and the metaverse, it is unlikely to significantly impact the overall development of these technologies and trends.

As the Western world watches the nonstop headlines about stock market declines, business bankruptcies, and big tech companies' headcount cuts, marketers are closely tracking the news on AI slowly stealing their jobs. ChatGPT questions the need for content creators; DALLE 2 steps on the way of artists and designers; web3-based social networks unites people into communities, changing the way they make purchasing decisions; the metaverse and NFTs set new standards for product presentation and promotion.

But before dropping it all and converting into Tibetan monks to find peace, think about how you, as a marketer, can use these mind-blowing technologies to achieve better results.

At the end of the day, with the lingering effects of the economic downturn and the continued geopolitical instability, it is more important than ever to stay ahead of the curve and be prepared for the changes that are to come.

In this article, we will explore the marketing trends shaping the industry in 2023 and how businesses can adjust their strategies to account for the hotter climate.

New trends to come:

Focus on people and communities

A focus on community and people is essential in marketing in 2023, as it allows companies to connect with their target customers on a more personal level. Through this kind of approach, companies can better understand their customers' needs, desires, and interests and tailor their marketing strategies to meet those needs. This will ultimately lead to increased customer loyalty and more efficient marketing campaigns that lead to enhanced brand awareness, higher sales, and greater customer satisfaction. Furthermore, by taking the time to build a strong community, companies can also create a more unified, cohesive brand identity that will extend beyond their products and services and create a lasting impression on their audience.

Participation experience (PX) instead of user experience (UX)

Participation experience (PX) is a great tool for marketing. It allows users to engage with a brand directly and on a personal level. In order to illustrate the participation experience, remember the sport. People get together in a sports bar to enjoy the game together, which creates a feeling of belonging and participation in something bigger. This experience is unique in comparison to when you do it alone.

Through PX, brands can create interactive and immersive experiences that are tailored to each user's individual needs and preferences. Furthermore, PX can allow companies to track customer engagement and preferences, meaning that they can more effectively target customers with relevant content and rewards. This can encourage customers to participate more and become more loyal to the brand. Additionally, PX campaigns can also be used to build trust and brand loyalty as customers feel more valued and appreciated. Ultimately, PX can help create a more powerful and rewarding connection between customers and brands - a key factor for successful marketing in 2023.

Focus on people and communities

Generative Artificial Intelligence

The latest releases of OpenAI are simply mind-blowing. From images to music to text – anything can be created in a matter of seconds. For example, former Square Enix game studio artist Christian Peñas recently created interactive concept art from Midjourney's creations. It looks like an entire scene from the game, which means that in 2023, brands will be able to use neural networks to create commercials and engage digital artists to do so.

Generative AI, for sure, has the potential to revolutionize marketing in a number of ways:

1. Improved Targeting: Generative AI can help marketers better understand customer behavior, allowing them to create more personalized campaigns and accurately target specific segments.

2. Automated Content Creation: Generative AI can help marketers create content more quickly and efficiently. This can lead to increased efficiency and cost savings.

3. Increased Conversion Rates: Generative AI can help marketers create campaigns that are more likely to convert, leading to increased ROI.

4. Improved Customer Insights: Generative AI can provide marketers with valuable insights into customer behavior, helping them to better understand their target audience and create more effective campaigns.

5. Enhanced Personalization: Generative AI can help marketers create more personalized experiences for their customers, leading to increased customer loyalty and satisfaction.

All these activities should still be aligned with a transparent data collection and processing strategy, but, for example, generative AI personalization could be particularly useful in e-commerce, where zero- and first-party-data-based personalized product recommendations and targeted ads could lead to increased sales and customer loyalty.

Extended Reality (XR)

Extended reality (XR) is a new technology that is quickly revolutionizing the way businesses market their products and services. XR is a combination of virtual reality, augmented reality, and mixed reality, and it allows businesses to create immersive experiences for their customers. This technology has the potential to revolutionize the way businesses interact with their customers and create powerful and engaging marketing campaigns.

One company that has embraced extended reality in its marketing is Coca-Cola. In 2019, they launched their "Share a Coke" campaign, which used augmented reality to allow customers to virtually share a Coke with their friends. Customers could take a picture of themselves with a virtual Coke bottle and share it with their friends. This campaign was a huge success, and it showed how powerful XR could be in marketing.

Back in 2016, Adello ran an interactive mobile advertisement campaign for Heineken, where users could shake their phones to cheer their favorite beverage with friends.

Another example of XR in marketing is the virtual store created by IKEA. This store was created using virtual reality technology and allowed customers to explore the store and shop for furniture without ever leaving their homes. This was a great way for IKEA to engage with its customers and create an immersive shopping experience.

Finally, there is the example of Lowe's, which used extended reality to create an interactive experience for its customers. They created a virtual showroom that allowed customers to get a better look at the products they were interested in. This was a great way for Lowe's to engage with their customers and create an immersive shopping experience.

Heineken Adello ad

As these examples show, with XR, marketers can bring their brand communication to a new level:

1. Increased Engagement and Reach: Extended Reality (XR) technologies such as virtual reality (VR) and augmented reality (AR) can create immersive experiences that draw customers in and keep them engaged for longer periods of time. In addition, XR technologies can be used to reach new customers who may not be able to physically experience a product or service.

2. Enhanced Storytelling: XR technologies can be used to create stories and experiences that are more engaging and memorable than traditional marketing methods.

3. Improved Customer Experience: XR technologies can be used to create interactive experiences that are tailored to the customer's needs and preferences, resulting in a more personalized and enjoyable experience.

The Metaverse & NFT

Metaverse is a decentralized virtual world that allows users to create and trade digital assets, such as NFTs. It is powered by the ETP blockchain, which is a decentralized platform that allows users to securely store and transfer digital assets.

One potential benefit of using the metaverse in marketing is the ability to create immersive, interactive experiences for customers. For example, a company could create a virtual storefront in the metaverse where customers can browse and purchase products in a virtual environment. This could be particularly useful for companies that are looking to create a more engaging and memorable brand experience. Nike, Chanel, and Walmart are good examples of interactive experiences in the metaverse.

In early December 2022, cosmetics brands L'Oréal and Charlotte Tilbury partnered with ReadyPlayerMe, a meta-universe avatar platform. Now meta-universe users will be able to try on the brand's cosmetics on their digital images and use them on more than 4,000 Web 3.0 platforms and apps.

NFTs, or non-fungible tokens, have become increasingly popular in the marketing world. They have been used to create unique digital experiences, drive brand engagement, and create a new form of digital currency. NFTs can also be used in marketing in a number of ways. For example, companies could use NFTs to create unique, collectible items for their customers. These could include virtual goods such as exclusive in-game items or digital art, which could be sold to collectors or used as part of a marketing campaign. NFTs could also be used to create unique, one-of-a-kind experiences for customers, such as virtual concerts or other events.

One example of a successful marketing campaign using both Metaverse and NFTs was by the company CryptoKitties. CryptoKitties is a game that allows users to collect, breed, and trade virtual cats. The game was able to generate over $12 million in sales using Metaverse and NFTs.

CryptoKitties used Metaverse to create a unique digital experience for its customers. They used NFTs to represent each individual cat and allowed users to breed and trade their cats. This created an engaging and interactive experience that was unlike anything else on the market.

Metaverse and NFTs have also been used to create a new form of digital currency. Companies such as BitClave and Binance have used the Metaverse platform to create their own digital currencies. These currencies can be used to purchase goods and services, as well as to trade with other users.

Metaverse VR


Game mechanics in digital projects are actively developing and becoming more popular. A study by Mordor Intelligence found that gamification increases user engagement with a brand by 30% on average, and the average annual growth rate for gaming mechanics will be 26.5% over 2022-2027.

As an example, Apple is using an achievement system to motivate users to exercise.

Interactive mobile strategy

The number of people going online from a smartphone has reached 5.31 billion in 2022, compared with 5.19 billion in 2020. The mobile strategy ensures that businesses can effectively reach these consumers with engaging and interactive content such as videos, engaging graphics, and interactive experiences tailored specifically to their target audience's preferences. Even the metaverses go mobile-first.

Additionally, the mobile strategy helps to ensure that businesses have an up-to-date presence on popular mobile apps and platforms, allowing them to reach a much wider trackable audience. Furthermore, mobile strategy provides businesses with the tools and resources to measure, analyze, and optimize their marketing efforts in order to continually improve their performance and reach.

The trends to stay:

Effective Mobile UX

Agency On3 analyzed the results of companies' UX updates and found that 37% of brands increased revenue by implementing a smart UX design. Every year, the importance of user-friendly mobile web platforms or apps grows. Make sure your site is optimized and loads quickly, your autocomplete fields work correctly, and your design elements are conveniently located.

In addition, websites and apps should be designed with the ability to use animation formats and short videos. The ability to convey important information in small portions and with dynamics will be key in the fight for audience attention, and in the mobile version, this is especially important.

Many global brands are already using short formats in the UX design of Home and Product pages. For example, the Apple Music homepage has an interesting scrolling animation that helps diversify the experience.

Voice assistants

As the technology continues to improve and become more popular, voice assistants are an excellent way to reach consumers in a non-invasive and natural way. They can be used to answer consumer questions quickly and accurately, enabling marketers to create more effective campaigns and better target potential customers. Furthermore, voice assistants can provide additional data and insights to help personalize marketing messages and offer more tailored content to customers. With the help of voice assistants, marketers can quickly reach their target audience and improve their chances for success.

In 2022, approximately 142 million people in the United States (42.1% of the population) are projected to use a voice assistant. According to Statista, 32 percent of US consumers owned smart speakers as of 2021, an 8 percent increase from 2020.

Voice assistants


Personalization allows businesses to tailor their marketing messages to their customer's individual needs and interests, which makes it more likely that customers will respond positively to the marketing message. Personalization also makes customers feel valued and appreciated, as it demonstrates that the business cares about their individual preferences. Finally, it allows businesses to track customer spending and preferences in order to develop targeted campaigns and build better customer relationships. A McKinsey study showed that personalization could increase revenue by up to 25%.

Data security

In 2022, people paid even closer attention to how brands use their data. In 2023, this trend is likely to continue, and it is worth emphasizing the security of user data. Talk openly about how exactly you plan to use the information and strengthen the protection of sites and apps against hacking. 35% of customers will refuse to buy from the brand if it secretly collects its data and uses it for its recommendation system. So broadcasting your privacy concerns to customers will increase loyalty and attract a new audience. For example, Google is preparing to abandon cookies in favor of the Privacy Sandbox project, indicating a growing concern about the security and ethics of data access.

Cookieless targeting

Cookieless advertisement targeting has the potential to revolutionize marketing, as it not only enables marketers to target audiences effectively in more privacy-friendly ways but also gives them access to more accurate audience insights, retaining their trust.

By 2023, it is expected that cookieless targeting delivered by an AI-driven technology provider will be essential for marketers to continue succeeding in the digital arena. With the ability to target users without cookies, marketers can reach a larger, more diverse set of users, giving them the potential to gain deeper insights and reach new customers.

As an alternative to the cookies, it is recommended to use zero-, first, or second-party data or cookieless alternatives.

From the very beginning, AdCTRL™ by Adello has been committed to protecting user privacy by obtaining user consent, analyzing anonymized user behavior, and adhering to the strictest data collection and storage rules, like GDPR and CCPA.


Undoubtedly, 2023 will bring new challenges and opportunities in the marketing industry. With the right combination of advanced technology, creative content, and targeted strategies, organizations can stay ahead of the competition and maximize the success of their marketing endeavors. With the ever-changing world of digital marketing, staying up-to-date with trends and creating a comprehensive and effective marketing plan are essential for success.

In the previous editions of Adello Magazine, we have been exploring and sharing ideas around Extended Reality (XR), which includes Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR), and its relation to the metaverse. Besides highlighting the exciting opportunities XR opens for users and businesses, we also expressed our critical views towards XR in general and described its limitations and existing problems.

In order to dot the i's and cross the t's, we would like to explain why XR is not the golden key into the metaverse and how the metaverse is mobile-first.

"The metaverse is mobile-first." This thought may seem quite controversial at first glance. Let's dive into the detailed explanation, and the arguments supporting this view.

The metaverse: Expectation vs. Reality

To begin this discussion, one thing should be clear: The metaverse development is still in its infancy, and just like mothers imagine their children to grow up and become someone some day, each visionary or tech guru has a slightly different idealized vision of the metaverse in maturity.

In an ideal world, users can smoothly immerse themselves in the metaverse and enjoy the continuous fusion of physical and digital experiences. This limitless, decentralized world should offer a new level of inter-human communication and co-creation that would help us create a more inclusive and equal world.

We do not assume that there will be only one single meta-world. Just like today's Internet, the metaverse will be immeasurable. Think about it, the vast internet the average user can access and see is actually only about (an estimated) 4% of the entire Internet. 96% remains hidden in the deep and dark web!

The access to the metaverse varies by device and persona used. Like with the current Internet, we use different devices and browsers to access it and might create different personalities to represent our interests and be perceived in a unique way. (Imagine how different profile photos across CV’s, LinkedIn, Tinder, and Facebook profiles vary!) In the metaverse with avatars are disconnected from the actual physical self; likely, we will express our desires and imagination even further and our avatars can be more distant versions of our actual self.

Coming back to the metaverse access: to ensure a fully immersive, seamless experience, we, as users, will have a choice of devices to enter the meta-worlds. It can be lightweight glasses, lenses, 3D-rendered holograms, or any other new emerging technology.

This idealized version of the metaverse will set the vector for how software and hardware technology must develop.

Today, there is a misconception that, to get a glimpse of the metaverse that exists at this point, one absolutely must have VR glasses. In part, it is due to Meta (fka Facebook) trying to push their ailing platform as the only true metaverse accessible via their Oculus VR glasses. Is it realistic to believe we will spend hours every day wearing a VR headset (in essence a phone strapped to our head with a battery life of just about 2h)? While we are excited by VR headsets, that point of view seems delusional. Worldwide, we have about 6.4 billion smartphones. And about 25 million VR headsets (which, ask people who have them, are hardly used). Unfortunately for Meta, the numbers just don’t add up to a successful business case with mass adoption: it took the iPhone 2.5 years to hit 50m sold devices. It took the iPad just 1.5 years. After ten years Oculus/Meta quest have sold just 20m devices. A smash hit looks different indeed. We are curious to see whether Meta will adapt their strategy to reality over time.

Unsurprisingly, successful metaverse platforms, like Roblox or Decentraland, allow their users to be present in the meta-reality by using a smartphone or computer (the metaverse 2D experience). And this strategy is quite successful. Like with gaming, a majority of gamers, up to 83%, use smartphones as the main device. A successful metaverse might just require us to be open about a multitude of access possibilities.

In one of our recent Adello Magazine editions, Gabriele Romagnoli, Head of Business at ShapesXR and Senior Advisor at iconomy, shared:

"I think there are right now a lot of attempts to do that [to create a metaverse in 2D]. Some of them are really successful. Think about Roblox and other platforms for the desktop, for instance. Those became immediately successful and gained a broad audience. If the metaverse is a single environment that is interconnected with others, then the first step into it is to provide a platform for people. That can be anything, even mobile, so people will get used to it. And after that, you can implement immersive technologies like VR headsets, etc."

Indeed, why create user acquisition barriers by forcing them to buy VR headsets to enter the underdeveloped 3D environment of the metaverse when you can give them seamless access via devices they love?

This is important because the ability to enter the metaverse via smartphone or desktop sets an absolutely different direction for the metaverse development and may even accelerate it. Furthermore, it is already happening.

Why Metaverse is Mobile-First

Even Meta goes Mobile

At the Meta Connect 2022 staged exchange between Vishal Shah, VP of the metaverse @Meta, and Andrew Bosworth, CTO @Meta, Shah rhapsodized about how great it will be when people can wander in Horizont World via the web. The experience, he says, "takes their ability to connect people to another level." But since you're not a first-class passenger equipped with the Quest's immersive VR goggles, it's on par with what you'd get in a web browser or mobile device. Bosworth hinted at why Meta might want to invite people to that second-class experience: "We can't give everyone an immersive experience," he continued, "But it'll be a while before there are enough headsets out there."

That is how Meta is working on a mobile and web version of its Horizon Worlds virtual reality platform. With this, users will be able to join Meta world without having a Quest VR headset. In addition, there are discussions about releasing Horizon Worlds on game consoles.

Why mobile?

In fact, smartphones have been with us for more than a decade and have a special place in our everyday lives. During this time, we, as users, were witnessing the evolution of how cell phones were gradually transforming from low-functional bricks to very complex smart devices: First, they were given more functions, such as a calendar and basic games (remember that snake?). Then mobile phones with color screens were released. Following the implementation of the Internet access, and that's how the absolutely new era of mobile devices began. Now it's easier to tell what mobile doesn't have rather than what it has.

Today, mobile meets the metaverse. At one point, it may seem that the metaverse on smartphones is the final evolution stage of mobile.

Even though metaverse on mobile is considered a second-class experience, these are some  benefits that mobile devices can offer to users.


Certainly, buying a VR headset is more affordable today than it was three years ago. Nevertheless, while everyone has a smartphone, a VR headset is a "nice-to-have" gadget with limited functionality and a bulky build that few people are ready to invest in. Why buy VR for the metaverse when you can try it on your smartphone?

Convenience and flexibility

The inescapable truth is that the VR glasses that exist today and are available for the masses are bulky and heavy. In comparison, mobile phones fit in the pocket and are always with users by default. On top of that, the smartphone's battery life is far superior (ca. 10h) to that of an average VR headset (ca. 2h).

Better for user adoption

The adoption of new concepts, like the metaverse, is usually faster and smoother through familiar channels. For the moment, smartphones remain the number-one device. People have been using it for years and now have most of their sensitive information (like banking, photos, messages, contacts, and social media access) connected to mobile.

A second thought

Even though the idea of the metaverse on mobile seems quite attractive, it has flaws. Considering the idealized concept of the 3D immersive worlds, it may seem that mobile prevents the metaverse development toward immersiveness. What if the majority of the users are getting settled into the "second-class metaverse"? What if we come across stagnation in the hardware and software development for the immersive metaverse?

This problem generates another one that may have already occurred in your mind: How is this mobile metaverse any different from mobile games? Isn't it a step back?


Unlike any game, the metaverse is real-time and endless. It is a parallel world where time never stops or pauses; where users define the course of actions and world development; where every item, action, or creation is saved and cannot be reset; and where everyone has a chance to become someone bigger without fighting "unfair" rules and promotional algorithms of social networks; where community matters more than sponsored voices. Metaverse goes beyond any digital game.

For now, it's too early to evaluate the full impact of mobile on the metaverse. The one optimistic point remains clear. Using mobile as an entry point into the metaverse will accelerate the growth of the metaverse. And if history has taught us one lesson: more users and usage drive innovation.

The concept of generative artificial intelligence (GAI) poses a groundbreaking question that has until recently not been contemplated: at what stage does the relationship between humans and machines evolve from its present-day form into one that is so fundamentally changed that we can no longer regard one as being superior to the other when it comes to creative terms?

As generative AI becomes ever more advanced, media expressed in a purely synthetic form will radically accelerate the process of content creation and delivery. Its accessibility and interactivity will usher in an exciting new era of digital media, one in which creativity, insight, and imagination determine content dissemination instead of the limitations imposed by physical space. Although generative AI will unleash a form of creativity not seen before, it will also pose dangers as the recent failure of Meta’s Galactica only showed so well.

The large language model was meant to be a tool to create scientific-looking articles and content using a string of text as input. However, similar to the chatbot Tay launched by Microsoft in 2016, Galactica quickly turned sour when users started to input it with biased and racial text. Within three days, the generative AI was pulled by Meta because of racially biased and inaccurate information being published as scientific content.

What is Synthetic Media?

Generative AI is a branch of computer science that involves unsupervised and semi-supervised algorithms that enable computers to create new content using previously created content, such as text, audio, video, images, and code. It is all about creating authentic-looking artifacts that are completely original. Its output can be synthetic content also known as synthetic media, but also synthetic data that can be used to train large language models and other machine learning models.

Synthetic media is a new form of virtual media produced with the help of artificial intelligence (AI). It is characterized by a high degree of realism and immersiveness. Furthermore, synthetic media tends to be indistinguishable from other real-world media, making it very difficult for the user to tell apart from its artificial nature. It is possible to generate faces and places that don’t exist and even create a digital voice avatar that mimics human speech.

Synthetic media is created using Generative Adversarial Networks (GANs). These deep neural networks are more powerful than ever before and have helped to make synthetic media possible by learning from existing content while also being able to produce entirely new content. Since GAN outputs look natural and indistinguishable from their input, for example, photos, they enable synthetic media that is difficult to distinguish from real media, particularly in computer vision and image processing applications.

Advantages of Synthetic Media

Synthetic media tools are reinventing our work with more intelligent, efficient methods that produce quality media experiences as never thought possible.

The main advantages of synthetic media include the following:

The Challenges of Synthetic Media

We are entering a new age where more people will be exposed to synthetic media. It’s a mass social experiment, and we have no idea what the consequences of this medium might be. If we cannot predict or study its impact accurately, there is little hope of protecting ourselves against its dangers.

While synthetic media can be compelling, it does come with risks. Since the system is in charge of creating meaningful and appropriate content for users, there is less control over what is created. While AI is generally considered a positive technology, some drawbacks are associated with it, especially when it comes to synthetic media. In the years to comen, generative AI will undoubtedly influence many professions, but there are several challenges associated with generative AI:

1. Security issues: Due to its ability to generate fake photos and images closely resembling the real thing, generative AI may increase identity theft, fraud, and counterfeiting cases. Deepfakes rely on artificial intelligence to generate realistic videos and photos that can be used to impersonate people or make them appear to be doing things they didn’t do. In the past, deepfakes were known for putting celebrities into movies and TV shows. But now, the technology has become more accessible to everyday users, who use it to create fake celebrity porn and other types of content. The problem is that this technology could be used for malicious purposes: to create fake news stories about politicians or celebrities, for example, or even to embarrass an enemy or bully someone online.

2. Concern over data privacy: Data privacy issues can arise from using generative AI in different industries, such as healthcare since it involves collecting private information about individuals.

3. Limitations in creativity: The neural net mindlessly uses past data as a template for future work, meaning that the output it produces is usually based on something that has already happened rather than anything genuinely creative. In short, AI systems lack creativity and originality. They cannot generate new ideas by themselves—they can only make associations based on the data fed into them by humans.

4. Copyright issues: The main copyright issues in generative AI are the same as those in traditional creative works. In fact, Getty Images has banned the publication of AI-generated content over concerns that it could be held legally liable for copyright infringement. Also, a number of stock libraries have banned AI images after artists and photographers raised concerns related to the reasons mentioned above.

The most relevant concerns regarding copyright in generative AI are:

This threat (and ultimately truth) about generative AI and synthetic media stands as a sort of warning and caution for those taking advantage of generative artificial intelligence generatively to produce even more artificially intelligent output. It is a bit mind-bending, but we should not forget we are still in the learning phase of it and many mishaps will happen in the years to come.

Ai generated pictures, photo from

What Can We Expect From Generative AI in the Coming Years?

It has been ten years of AI’s golden era. It is still the early days for meaningful AI.

The field of generative AI is still developing but is promising as a creative approach. It has been one of the past decade’s most successful machine-learning frameworks.

To understand how important it will be in the future, let’s see where it stands today:

Generative AI may seem trivial today, but it could dramatically improve AI efficiency and reduce bias in the future. With the help of artificial intelligence, Google has developed a tool that can turn text prompts into high-definition videos. Another Big Tech company, Meta, recently announced its own text-to-video system, which is doing considerably better than its Galactica model.

Google AI updated an existing function, Imagen, to support video with its Make-A-Video generator. Meta’s Make-A-Video generator replaces Make-A-Scene, which was a text-to-image tool.

Investors Nathan Benaich and Ian Hogarth, who authored the State of AI report 2022, said research on the subject had only just begun.

“Meta and Google announced a more rapid, quality jump in the DALL-E moment of text-to-video generation in September,” the pair wrote in the report. Despite the early stages of the process of generating video, AI-produced images are becoming mainstream with tools like Stable Diffusion and OpenAI’s DALL-E.

Apart from images, the technique can also be used to generate text through chatbots, automated articles, and speech.

Generative artificial intelligence is gaining significant traction among all large tech companies and many startups. AI, in this form, creates something new rather than simply analyzing what already exists.

It is expected that in the future, these kinds of generative models could be adapted to, for example, allow architects to describe a building and have an AI model provide a walkthrough of the building in seconds.

The Future of Synthetic Media

Do algorithms make the decisions morally correct?

This question has been at the center of much debate in recent years. This is because algorithms are not only models of a particular aspect of the world but also, increasingly, models of complex social interactions.

Ethical issues are not only computational problems but also sociocultural ones. For example, they may result from algorithms (such as biases and discriminatory outcomes) or data collection and use. As a result, they require a much deeper understanding of the social impact of AI-based technologies, past experiences with similar innovations, and their ethical implications, especially when it comes to synthetic media.

As synthetic media is getting more realistic and easier to handle, it will require scrutiny from various angles to understand how generative AI has been created and whether it is biased or not. Otherwise, many new models will go down the route of Galactica.

Over the next few years, we expect that users, content creators, and companies will continue to embrace generative AI in ways that might seem unbelievable today. However, with the speed of change, companies need to be kept up-to-date on the latest technologies and its impact, including tools such as generative AI, or risk going the route of Nokia, Kodak or Blockbuster.

Last week's “NTR — The Metaverse Summit 2022” was a truly inspiring event that highlighted discussions centered on the long-term goals and fundamental concepts of the metaverse.

The all-encompassing forum featured thought-provoking keynotes from industry leaders and ideas exchanged by industry professionals on Web3 and metaverse technologies and innovative business models.

After an enthusiastic start with the startup pitch competition for AUREA Award, the Summit featured over 20 sessions and more than 40 speakers.

Describe, don't define

One of the key takeaways from the Summit was the importance of focusing on building the metaverse rather than trying to define it.

The metaverse, as we idealize it, has yet to arrive. Today, there is a myriad of visions about how the metaverse will look in the future and what experiences it can provide to its participants. As we move into a new era of interpersonal and social interactions, we should shift our focus from defining and framing novel concepts towards imagining the broader horizon of what they can become and how they influence our lives.

Spatial Computing instead of VR

Another key point that was discussed was the concept of "spatial computing" rather than the simple term "virtual reality".

Spatial computing is a term used to describe technologies that allow people to interact with digital information in a three-dimensional (3D) environment. This can include virtual reality (VR), augmented reality (AR), and mixed reality (MR) technologies, as well as other technologies that enable people to interact with digital information in a more intuitive and immersive way.

Spatial computing can also refer to the use of 3D sensors and other technologies to enable computers to understand and interact with the physical world. In general, spatial computing is focused on using technology to enable people to better understand and interact with the world around them, both digitally and physically.

The metaverse is not just about digital experiences but about breaking free from the screen and experiencing the world in a new way.

The metaverse will essentially become a collective, phygital world that people can enter and interact with using spatial computing technologies. For example, spatial computing technologies could be used to create and populate the virtual environments of the metaverse, allowing people to interact with each other and with digital information in a more immersive and intuitive way.

Additionally, spatial computing could be used to enable people to move seamlessly between the physical and virtual worlds, allowing them to access and interact with the metaverse from anywhere at any time. Overall, spatial computing is likely to play a key role in the development and growth of the metaverse, helping to shape the way that people interact with each other and with digital information in the future.

Towards Equity & Inclusion

One of the strongest potentials of the metaverse to address social issues, such as equity, equality, and inclusion, was also discussed.

Since the concept of the metaverse is still largely theoretical, it is difficult to say exactly how it will achieve it. However, it is likely that the metaverse will provide new opportunities for people to interact with each other and with virtual environments in novel ways. This could potentially lead to new forms of social organization and communication that could help address a range of social issues. It is also possible that the metaverse could exacerbate existing social issues, depending on how it is designed and implemented.

Ultimately, the impact of the metaverse on social issues will depend on the choices and actions of the individuals and organizations involved in its development and use.

Since decentralization and self-regulation are key Web3 topics, it is likely that we will see innovative approaches emerge.

Becoming a Part of Something Bigger

The importance of community in the metaverse was also emphasized. The metaverse future is not just about technology but about bringing people together and creating a sense of belonging and connection.

In the metaverse, communities can come together and interact in ways that are impossible in the physical world. For example, people from different parts of the world will be able to meet and interact in virtual spaces, forming communities based on common interests or goals.

These communities will be able to collaborate and work together on projects and initiatives that are too large or complex for a single person or group to tackle. For example, a group of architects from different parts of the world could come together in the metaverse to design a new city, with each member contributing their expertise and knowledge to the project.

Furthermore, the metaverse will allow for the creation of virtual events and gatherings, like the Burning Man Project, where communities can come together to share ideas, participate in discussions, collaborate, and create together. These events will be able to reach a much larger audience than traditional physical events and will allow for greater participation and engagement from members of the community.

This way, the metaverse is expected to amplify the role of the community by providing new ways for people to come together, interact, and collaborate on a global scale.

NTR — The Metaverse Summit 2022

From User to Participation Experience

In the metaverse, people will be able to interact with each other and with digital content in real-time, creating a shared virtual environment. The term Participation Experience (PX) was suggested instead of User Experience (UX) to better describe the metaverse and its focus on community.

This is because the metaverse is not just a product or service that people use, but rather a shared virtual space where people can interact with each other and with digital content. As such, the focus will be on creating engaging and immersive experiences that allow one to participate in and contribute to the metaverse. In terms of design, this shift from UX to PX will involve a more holistic approach that considers not only the individual user experience but also the collective experience of all participants in the metaverse.

This will require designers to consider a range of factors, such as the social dynamics of the metaverse, the role of digital content and artifacts, and the ways in which people can interact and collaborate within the virtual environment.

Overall, the shift from UX to PX in the metaverse will require designers to think beyond traditional user-centered design approaches and instead focus on creating engaging and immersive experiences for participants in the virtual world.

Embracing Uniqueness

Lastly, personalization and self-expression were highlighted as key components of future experiences.

In the metaverse, people will be able to create and wear virtual clothing and accessories that can be customized to their unique tastes and styles. This will give the ability to experiment with different looks and identities in a way that is not constrained by the physical limitations of the real world.

The ability to personalize our experiences in the metaverse opens up new possibilities for self-expression and breaking free from the limitations of the real world.

Experiencing Through gaming

Gaming in the metaverse was another key topic of discussion, with a focus on entertainment and community building. It is likely to play a significant role in the development of the metaverse.

The immersive and interactive nature of gaming makes it a natural fit for the metaverse, and many of the technologies and concepts that are being developed for the metaverse, such as virtual and augmented reality, have already been explored extensively in the gaming industry.

As the metaverse continues to evolve, it is likely that gaming will continue to be a major driving force, both in terms of the technologies that are used and the ways in which people interact with and experience the metaverse.


Overall, the Summit was a truly inspiring event, providing valuable insights and discussions on the future of the metaverse and its potential to change the world.

We are looking forward to next year's edition to hear more hands-on applications, success stories, and new discoveries of the metaverse.

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