Advertising giant Publicis Groupe unveiled the newest member of its C-suite at a technology conference in Paris this year. This is Leon, the director of the metaverse.

Publicis wants Leon to help blue-chip clients like Walmart, UBS Group, and Nestlé understand what blockchain, NFTs, and a more immersive internet experience could mean for their businesses. The stakes are high: consultants at McKinsey & Co. estimate that annual global spending related to this virtual landscape could reach $5 trillion by 2030.

Leon has a LinkedIn profile, an email address, and a French accent. But he doesn’t get a paycheck: Leon is a lion-like digital avatar.

Million dollar paydays

While Leon isn’t human, companies are increasingly hiring real people to help them navigate…