Testing on clothes or setting up a scenario for recruitment: in VivaTech’s scope, the virtual universes of the metaverse are concerned with different sectors, driven by massive investments made not to miss this technological change.
“Companies are arming themselves: the big players in video games, the big players in technology, but also the big brands that don’t want to miss this train,” said Eric Hazan, a partner at AFP, in the AFP. McKinsey, on the occasion of this exhibition dedicated to digital technology that opened Wednesday in Paris.
According to a study by this company, investments in enabling technologies for the metaverse will have reached more than $ 50 billion by 2021 and could more than double this year.
“We are at a tremendous amount, it is three times higher than the investments in artificial intelligence in 2017”, according to Mr. Hazan.
– Virtual clothing –
Luxury giant LVMH, for example, offers several immersive experiences at its stand, including “live streaming”, a way of showing real or virtual events to wealthy customers remotely.
“It’s a + microverse + that allows you to transcend the constraints of time and space,” Stephan Emanuely, head of IT services at Louis Vuitton, explained to AFP.
LVMH also welcomes DressX, a start-up that offers to buy and try on virtual clothes, and therefore can only be worn with a photo or an avatar, for example for the very popular gaming platform Roblox.
Others see the virtual world as an opportunity for a communication operation, such as BNP Paribas expanding its presence thanks to the Spatial metaverse or French restaurant voucher specialist Edenred showcasing its virtual reality (VR) ” vision 10 years “of an employee who uses the full range of company services.
“Without VR, we would show a phone screen,” the group told AFP.
Adecco, one of the world’s leaders in temporary employment, is instead trying to find solutions to transform its core business.
Thus, one experiment allows the group to place future recruits in a true 3D work environment pre-recorded by its customers using a 360 ° camera.
“It could make it possible, for example, to assess their ability to work at a nacelle at height,” Camille Mulquin, marketing manager of start-up Uptale, told AFP.
– Teamwork –
But ultimately, each developed their own universe, when at the moment there is no major capitalization on shared immersive platforms such as The Sandbox or Decentraland, where however the sale of virtual land, is the subject of significant speculation, has exceeded 500 million dollars. .
Composing its leadership in the field, the group Meta (ex-Facebook) presented on a giant screen its maximalist perspective on the metaverse, covering social, professional and entertainment activities.
Guests noticeably try out the Horizon Workrooms, a virtual collaborative space, in the open space or on the edge of the beach.
“You completely lose touch with reality. I don’t see myself working 2 hours with it, but it’s hard to fight against the trend”, commented one user while removing his helmet.
If the metaverse reaches the general public, revenues generated could reach between 4,000 and 5,000 billion dollars by 2030, the equivalent of Japan’s economy, according to the McKinsey study.
“That means almost 40% to 50% of video games and a quarter of online commerce go through the metaverse”, says Éric Hazan.
But this forecast remains subject to many unknowns, particularly the simplification of access to cryptocurrencies and virtual wallets, or the interoperability of platforms.
“If companies have an interest in putting a finger in the water to pick up its temperature”, it is advisable to remain “extremely careful”, estimates for his part Alexandre Aractingi, partner at the firm Boston Consulting Group.
In fact, “as it’s a buzz, a lot of directions want to go there by missing out on the industry”, he regrets.
LVMH-MOET HENNESSY LOUIS VUITTON