The role of organizations in the formation and development of metaverses: an analysis of challenges and opportunities in the age of artificial intelligence

Introduction: The metaverse, as a digital and interactive environment featuring characteristics such as virtual reality (VR) and augmented reality (AR), significantly alters how individuals and organizations interact. This emerging space offers vast opportunities for innovation and business development, yet it also faces challenges related to security, privacy, and cultural transformation within organizations. Background and Objective: Given the increasing expansion of the metaverse, this research examines the role of organizations in leveraging opportunities and facing challenges associated with this new technology. The aim is to provide actionable insights for decision-makers and managers regarding how to enter the metaverse. Method: This study is descriptive and analytical in nature, utilizing a researcher-made questionnaire to collect data from academic experts, technology specialists, and relevant officials. The questionnaire includes questions about familiarity with the metaverse, challenges, opportunities, and the readiness of organizations to enter this space. The data was then analyzed using SPSS software, employing statistical analyses including T-tests and ANOVA. Results: The findings indicate a high level of awareness among experts regarding the opportunities available in the metaverse, with most respondents believing that the metaverse will enhance social interactions and improve educational processes. However, security and regulatory challenges raised concerns for over ۸۰% of respondents. The ANOVA test revealed significant differences in the attitudes of various age groups regarding the challenges of the metaverse. Conclusion and Discussion: The findings suggest that organizations must seriously identify and capitalize on the opportunities present in the metaverse while intelligently overcoming its challenges. This process requires cultural changes and the establishment of suitable infrastructures within organizations. This study can serve as a scientific resource for identifying the best practices and strategies for entering the metaverse, helping managers and decision-makers gain a better understanding of this space in order to effectively leverage its advantages. Overall, the metaverse, as an evolving space, has the potential to bring significant transformations in social, economic, and cultural domains, and organizations must be prepared to adopt and adapt to it.

کلیدواژه ها:

Metaverse ، organizations ، challenges ، opportunities ، artificial intelligence ، organizational culture