Avatars and Digital Identity: Branding in the Metaverse

Publication Date

1-1-2025

Document Type

Contribution to a Book

Publication Title

AI Impacts on Branded Entertainment and Advertising

DOI

10.4018/979-8-3693-3799-8.ch012

First Page

225

Last Page

251

Abstract

Considering avatars as virtual identities in digital universes, and according to the scarcity of previous research on the impact generated by them, this study delves into avatars’ emergence as personal brands within metaverses, assessing the mediation of AI in the design process and evaluating the impact of avatars on user experience and advertising. After carrying out a mixed methodology based on a survey to users, interviews to active companies in metaverses and avatars design specialists; and a content analysis of metaverse platforms, it’s been proved that avatars are revolutionizing digital communications, allowing immersive interactions and the implementation of virtual experiences as advertising formats. Findings also reveal the relevance of AI in the design process, promoting that virtual identities match real personalities through customization and encouraging connections between users and brands that go beyond the screen.

Department

Journalism and Mass Communications

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