What is it about?
While the fields of AI and avatars are growing at a very face pace, studies are still scarce. This research fills the gap in the literature relating to the implications of highly realistic avatars as well as the consequences of AI led co-creation on hospitality services in the Metaverse.
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Why is it important?
This research advances the field by addressing the literature gap on AI-led avatar realism and co-creation in hospitality services within the Metaverse. It explores the nuanced ways that highly realistic avatars can enhance engagement and self-representation while simultaneously posing challenges related to authenticity and trust. The study provides a foundation for further exploration of AI’s transformative potential in virtual hospitality contexts.
Perspectives
The findings show that while avatars’ realism would increase the authenticity of virtual social connections, engagement, and monetization, the issue of a self-misrepresentation will diminish the effect of virtual encounters. That avatars will be AI led and will digitally co-create reviews and recommendations, further accentuates the findings.
Dr. Zahy B Ramadan
Lebanese American University
Read the Original
This page is a summary of: AI avatars and co-creation in the metaverse, Consumer Behavior in Tourism and Hospitality, January 2025, Emerald,
DOI: 10.1108/cbth-07-2024-0246.
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