Accenture is launching a new business group tailored to help companies make sense of and optimize marketing and other efforts in the Metaverse.
The new unit, dubbed the Accenture Metaverse Continuum business group, will be led by Paul Daugherty, Group Chief Executive/Technology and Chief Technology Officer at Accenture and David Droga, CEO and creative chairman of Accenture Interactive.
“The next generation of the internet is unfolding and will drive a new wave of digital transformation far greater than what we’ve seen to date, transforming the way we all live and work,” said Daugherty. “Our vision of the metaverse as a continuum challenges prevailing, narrower views and highlights why organizations must act today, or find themselves operating in worlds designed by, and for, someone else.”
The new unit was unveiled along with a new technology report (“Technology Vision 2022”) in part based on a survey of more than 4,600 business and technology leaders across 23 industries in 35 countries. It found that 71% of executives believe the metaverse will have a positive impact on their organization and 42% believe it will be breakthrough or transformational.
Accenture operates its own metaverse, the Nth floor, where the company’s people participate in new hire orientation and immersive learning or meet and socialize as teams. This fiscal year, the company expects 150,000 or more new hires will work in the metaverse on their first day.
Daugherty added, “As the line between people’s physical and digital lives further blurs, organizations have the opportunity and obligation now to build a responsible metaverse — addressing issues like trust, sustainability, personal safety, privacy, responsible access and use, diversity and more. The actions and choices they make today will set the stage for the future.”
The Technology Vision 2022 report also found that 96% of global CMOs believe that future digital platforms need to offer unified experiences, enabling interoperability of customers’ data across different platforms and spaces. That’s a trend that is explored at length in the report.
And 93% of global CMOs agree that the realization of Web3 over the next decade will fundamentally change how businesses engage with users online.
Other trends examined in the report:
More from the report can be found here.