There are few topics in tech right now getting as much attention as “the metaverse,” often described as the inevitable next phase of online engagement, but nearly as often dismissed as an over-hyped fantasy for escapists. The reality of course is somewhere in between. Significant metaverse investments, partnerships, and projects are pressing forward, and we’re working closely with clients to cut through the hype to achieve real value.

As we do, we’re paying especially close attention to the ethical implications of these new environments and experiences, as some of the worst harms we’ve seen in earlier forms of online engagement could grow to be even worse in these immersive virtual worlds. For example, consider the harassment and abuse in social media and online gaming environments, and then add facial expressions and eye contact. Or consider fraud and phishing attacks related to online commerce and banking, then add new 3-dimensional customer interfaces to the equation.

That’s not to say metaverse environments and experiences aren’t worth pursuing. Organizations that create immersive interactions that customers and employees trust will likely develop deeper and more fulfilling relationships for everyone involved. But that trust requires more than just skilled execution; it requires mutual understanding, accountability, and a sense of shared values. To help, Avanade has created a 20-point Responsible Metaverse Control Framework, which guides organizations on how to practically achieve qualities such as safety, inclusivity, accessibility, security, and privacy. You can read more in our report Responsible Metaverse: Learn from the past to prevent future harm.

If you find yourself in conversations or full-fledged projects involving metaverse environments or experiences with your organization, keep in mind:

• This kind of engagement isn’t for everyone. Be selective with your use cases, thoughtful with your approach, and responsive to the needs of those you hope to engage.
• These environments will need a comprehensive governance model rather than a series of disparate controls. This includes two-way communication, monitoring, oversight, and accountability.
• Experiences will be amplified. The emotional and psychological immersion will make good experiences feel better and bad experiences feel even worse, so investing in trust and safety is more important than ever.

We’ll all learn a lot as metaverse initiatives continue. I hope we can focus on some of the positive outcomes these projects will bring about, such as accessibility benefits and reduced environmental impacts resulting from less travel. But we should also listen closely to metaverse skeptics to better understand potential risks and harms.

As always, I look forward to your input, and if you’re looking for a more in-depth discussion or help building responsible metaverse environments or experiences, you can contact us directly or post a comment below.