According to a new report from the Capgemini Research Institute, ‘Total Immersion: How Immersive Experiences and the Metaverse Benefit Customer Experience and Operations,’ 77% of consumers expect immersive experiences to affect the way they interact with people, brands and services, with seven in ten organizations saying they believe immersive experiences will be a key differentiator in their markets, particularly around the customer journey. Of the small group of consumers with experience in the metaverse, three-quarters say they are currently using it and will continue to do so, indicating that there is potential for businesses to harness the power of this much-hyped immersive experience.

In July and August 2022, the Capgemini Research Institute…