When the pandemic hit in 2020, businesses were faced with the question of how they would reach their customers without having to bring them to their shops and offices. While digital channels like mobile and web helped them accomplish this, customers craved for a human touch in some experiences as they found themselves limited to two-dimensional channels.

While businesses across industries have built fast, intuitive, intelligent, and user-friendly experiences on these channels, they are inherently limited by their ability to immerse the customer in these experiences, as they were able to with face-to-face interactions. This, precisely, is the difference between shopping for a suit in a shop, or talking with a trusted wealth management advisor at a digitally-equipped bank branch.

As Metaverse matures and gains widespread adoption, it is expanding the frontier of possibilities for businesses. However, what needs to be understood, is that the Metaverse is not another two-dimensional channel on which businesses will replicate their experiences.

Metaverse is at the other end of the digital-physical spectrum, which is currently interspersed with channels well-known to businesses. While these channels have been closing the digital-physical divide over the last two decades, the Metaverse will now bring it to a closure.