London Daily

Focus on the big picture.
Friday, Jul 04, 2025

How Meta’s metaverse vision will change the future of communication

How Meta’s metaverse vision will change the future of communication

Creativity is all about connection and increasingly brands will communicate via evolving technologies as the metaverse takes shape, says Meta’s Angie Gifford.

“Creativity is about connection, but it's a different way to connect these days,” said Angie Gifford.

Creators, business messaging and virtual reality are redefining how businesses will connect and communicate with consumers, Meta’s Vice President EMEA told Euronews Next at the 2022 Cannes Lions Festival of Creativity.

And what’s more, she says, brand leaders should be paying closer attention.

“For B2B and B2C, we see great tech improvements that can help how you communicate,” she said.

“Companies are getting on their tippy toes right now to say, hey if I miss that trend, I'm going to have a problem”.

Gifford, who has over 30 years experience working for technology companies including Hewlett Packard and Microsoft, said leaders have woken up to the importance of new communication technologies and channels since the COVID-19 pandemic.

Her ideas on innovation and connection were shared during Cannes Lions’ Changemakers series where she also discussed the journey to make the metaverse a reality - something she says will take shape between five to seven years from now.

So, how does virtual reality, creators and text play a role in the metaverse and what do marketing and communication leaders need to know?


Virtual and augmented reality


The metaverse, being built by companies such as Meta, Google, Amazon and Apple together with researchers and academics, is a 3D virtual world made up of content and digital avatars.

Online experiences in the metaverse will be much more interactive than current augmented (AR) or virtual reality (VR) tech allows, which will help brands to create a unique sensory experience and a stronger connection with consumers.

“Rather than watching the Internet, you will be on it. This is the next immersive version of the internet and how we are going to be together. It’s the next big thing,” said Gifford.

There are already over 700 million people across Meta’s platform using AR and VR for purposes such as education, interactive communication and entertainment.

Meta is collaborating with the the Alte Nationalgalerie in Berlin, for instance, to create a digital art experience to better connect with younger audiences. Users can not only see a painting, but can also “go into the picture” and view other works of that era in 3D using a VR headset.

German automaker BMW is also using VR to give potential customers an immersive experience of their latest model.

And this tech won’t just be used with brands; greater accessibility and adoption will see everyday people using AR and VR in the future to connect online with their loved ones, as they do with video calls today.


Creators


Creators - musicians, artists, dancers, chefs and other creatives who exploit their passion to produce and publish content - can drive online communities and help brands share messages in an authentic and indirect way.

Whilst these artists have been hugely successful on platforms like YouTube and Instagram, the metaverse will unleash more opportunities and Meta sees this as a critical part of their strategy.

“Creators are such an important community that we serve and serve to. Meta is spending one billion dollars this year on creators,” she said.

“Everybody can be a creator, it's not just for big agencies and the big brands. The role of the creator has changed and it’s become more important.”.


Business messaging and chatbots


AI-powered chatbots, WhatsApp text for customer service or Slack to communicate with your colleagues; these platforms are more common than picking up the phone and companies should factor these platforms into strategies.

Younger generations, in particular, prefer text to voice calls.

“Sixty-seven per cent of the customers that we ask, say they'd love to have a brand that has a chatbot. They feel much better connected than anything in the call centre,” she said.

But despite these technological advancements and the opportunities they create, Gifford says that nothing should replace human connection and these platforms exist only to enhance the online connection.

“We do not want to substitute time in the metaverse with any physical interaction. We cannot substitute face to face with the best hologram on the planet,” she said.

“But the time we spend online, we want to bring up the quality and we want to also bring people together that cannot be together”.

Newsletter

Related Articles

0:00
0:00
Close
DJI Launches Heavy-Duty Coaxial Quadcopter with 80 kg Lift Capacity
U.S. Senate Approves Major Legislation Dubbed the 'Big Beautiful Bill'
Largest Healthcare Fraud Takedown in U.S. History Announced by DOJ
Poland Implements Border Checks Amid Growing Migration Tensions
Political Dispute Escalates Between Trump and Musk
Emirates Airline Expands Market Share with New $20 Million Campaign
Amazon Reaches Milestone with Deployment of One Millionth Robot
US Senate Votes to Remove AI Regulation Moratorium from Domestic Policy Bill
Yulia Putintseva Calls for Spectator Ejection at Wimbledon Over Safety Concerns
Jury Deliberations in Diddy Trial Yield Partial Verdict in Serious Criminal Charges
House Oversight Committee Subpoenas Former Jill Biden Aide Amid Investigation into Alleged Concealment of President Biden's Cognitive Health
King Charles Plans Significant Role for Prince Harry in Coronation
Two Chinese Nationals Arrested for Espionage Activities Against U.S. Navy
Amazon Reaches Major Automation Milestone with Over One Million Robots
Extreme Heat Wave Sweeps Across Europe, Hitting Record Temperatures
Meta Announces Formation of Ambitious AI Unit, Meta Superintelligence Labs
Robots Compete in Football Tournament in China Amid Injuries
Trump Administration Considers Withdrawal of Funding for Hospitals Providing Gender Treatment to Minors
Texas Enacts Law Allowing Gold and Silver Transactions
China Unveils Miniature Insect-Like Surveillance Drone
OpenAI Secures Multimillion-Dollar AI Contracts with Pentagon, India, and Grab
Marc Marquez Claims Victory at Dutch Grand Prix Amidst Family Misfortune
Germany Votes to Suspend Family Reunification for Asylum Seekers
Elon Musk Critiques Senate Budget Proposal Over Job Losses and Strategic Risks
Los Angeles Riots ended with Federal Investigations into Funding
Budapest Pride Parade Draws 200,000 Participants Amid Government Ban
Southern Europe Experiences Extreme Heat
Xiaomi's YU7 SUV Launch Garners Record Pre-Orders Amid Market Challenges
Jeff Bezos and Lauren Sanchez's Lavish Wedding in Venice
Russia Launches Largest Air Assault on Ukraine Since Invasion
Education Secretary Announces Overhaul of Complaints System Amid Rising Parental Grievances
Massive Anti-Government Protests Erupt in Belgrade
Trump Ends Trade Talks with Canada Over Digital Services Tax
UK Government Softens Welfare Reform Plans Amid Labour Party Rebellion
Labour Faces Rebellion Over Disability Benefit Reforms Ahead of Key Vote
Jeff Bezos and Lauren Sánchez Host Lavish Wedding in Venice Amid Protests
Trump Asserts Readiness for Further Strikes on Iran Amid Nuclear Tensions
North Korea to Open New Beach Resort to Boost Tourism Economy
UK Labour Party Faces Internal Tensions Over Welfare Reforms
Andrew Cuomo Hints at Potential November Comeback Amid Democratic Primary Results
Curtis Sliwa Champions His Vision for New York City Amid Rising Crime Concerns
Federal Reserve Proposes Changes to Capital Rule Affecting Major Banks
EU TO HUNGARY: LET THEM PRIDE OR PREP FOR SHADE. ORBÁN TO EU: STAY IN YOUR LANE AND FIX YOUR OWN MESS.
Trump Escalates Criticism of Media Over Iran Strike Coverage
Trump Announces Upcoming US-Iran Meeting Amid Controversial Airstrikes
Trump Moves to Reshape Middle East Following Israel-Iran Conflict
Big Four Accounting Firms Fined in Exam Cheating Scandal
NATO Members Agree to 5% Defense Spending Target by 2035
Australia's Star Casino Secures $195 Million Rescue Package Amid Challenges
UK to Enhance Nuclear Capabilities with Acquisition of F-35A Fighter Jets
×