After the explosion of interest in 2021 and 2022, the metaverse seems to have lost its luster for many. With attention now turned to generative artificial intelligence, many companies are asking themselves: is it still worth investing in metaverse-related initiatives?

The answer is yes, as long as it is done strategically, with a focus on real value and integration with technologies that are already part of daily life. Far from being a bubble, the metaverse is being incorporated more silently (and practically) into areas such as retail, corporate training, healthcare, events, and education.

In this article, we show how the concept has evolved, what is already being used with good results, and what paths your company can take to avoid being left out of this transformation, even if the term "metaverse" is no longer in the spotlight.

Going beyond the hype

In 2021, Mark Zuckerberg stated that the metaverse would be the successor to the mobile internet. Meta (formerly Facebook) led a wave of billions of dollars in investments in virtual reality, immersive worlds, and digital avatars. Giants like Microsoft, Disney, Nike, and Walmart followed the trend, while global consultancies projected transactions reaching $5 trillion by 2030. Enthusiasm was immediate, driven by promises of total digital transformation and entire new markets being redesigned.

However, in less than two years, the metaverse lost its leading role. Platforms like Decentraland and Horizon Worlds recorded drops in users, large companies slowed down their bets, and part of the market labeled the concept as hyped or premature.

But does this mean that the metaverse failed? Or did we just enter the most critical stage of any innovation: the moment when euphoria gives way to reality?

As with other disruptive technologies, the metaverse seems to be crossing the adoption curve where the focus shifts from marketing to delivering concrete value—a quieter, yet more solid path.

Understanding the metaverse concept

The metaverse represents more than a virtual universe inhabited by avatars. It is the convergence of several technologies, such as augmented reality (AR), virtual reality (VR), internet of things (IoT), blockchain, and digital twins. Together, these solutions make it possible to create interactive, persistent digital environments connected to the physical world.

Rather than a single place or platform, the metaverse is an ecosystem of experiences and tools that expand the way we live, work, and relate to data. Its potential lies precisely in its ability to unite the digital and the real to generate value, not just entertainment. 

Where is the metaverse working today?

Despite the decline in interest in social virtual environments, the metaverse continues to evolve. It is in the industrial sector that it has shown the greatest traction and practical results.

Companies like BMW, Amazon, and Lowe’s already adopt immersive technologies for simulations, prototyping, and training, leveraging the capacity of digital environments to reduce costs and increase operational efficiency.

At Amazon, for example, warehouse robots are trained in virtual worlds before being activated in the physical world, reducing risks and accelerating implementation. Meanwhile, BMW, in partnership with NVIDIA, creates complete digital versions of its factories—digital twins—which allow testing changes and workflows before actual implementation, saving time and resources and preventing errors.

Architecture is another sector in which the metaverse has proven to be valuable. Firms like Zaha Hadid Architects use immersive collaborative platforms to design, review, and make decisions with clients and teams located in different parts of the world.

In these contexts, the metaverse is not a consumer product or an alternative universe: it is a strategic tool for productivity, collaboration, and simulation, integrated into existing workflows.

The metaverse as a 3D classroom

Immersive environments have proven effective for corporate training and onboarding new employees. Healthcare, industrial, and technology companies use virtual reality simulations to train employees in a safe and engaging way. Advantages include faster learning, information retention, and reduced costs for physical space and travel.

If you want to know more about the educational possibilities of the metaverse, read also our article: 

Metaverse and education: new possibilities for learning in the digital era

Marketing and retail: not just products, experience

3D showcases, customizable avatars, and immersive stores remain on the scene with more strategic and realistic objectives. Brands like Nike, Gucci, Samsung, among others, continue to bet on experiences in the metaverse, but with a clearer focus on engagement, branding, and relationships with new generations than on direct sales.

Platforms like Roblox, Fortnite, and Decentraland have become stages for creative activations, such as launching digital sneakers, exclusive collections for avatars, and even virtual fashion shows. What changed was expectation: the metaverse is no longer wrapper-perceived as a "new shopping center" and is now understood as a complementary channel for experience and emotional connection with the public, especially Generations Z and Alpha.

These initiatives seek to reinforce brand values, expand presence in digital ecosystems, and generate buzz on social media. The return is not in immediate conversion, but in brand building in a new area of attention.

Today, the metaverse in retail operates as part of an omnichannel strategy, in which immersion strengthens the brand narrative rather than replacing traditional e-commerce.

Planning the real world with digital data

The metaverse may seem abstract, but in sectors like infrastructure and engineering, it is already being applied in concrete ways. Digital twins technology transforms 3D models into dynamic virtual replicas of factories, buildings, airports, railways, and even entire cities.

These simulated environments integrate connected sensors (IoT) and real-time data to:

• Predict physical behaviors with a high degree of precision.

• Test different scenarios and strategies.

• Improve operational and planning decisions.

In construction and engineering, the most evident benefits include:

• Anticipation of impacts: simulation of using different materials and structures before execution.

• Reduction of waste: more efficient planning of resources and labor.

• Visualization in the field: use of augmented reality to project pipes, hidden structures, and electrical networks directly onto the site, facilitating the work of technical teams.

This practical application of the metaverse has a direct objective: to increase operational efficiency and reduce costs based on precise and iterative simulations. It is a quiet but essential evolution that repositions the metaverse as a technical and strategic tool, far beyond futuristic promises.

As cities become smarter and industries automate their processes, digital twins—and with them, the applied metaverse—tend to assume a central role in urban planning, resource management, and critical infrastructure operation.

This evolution is shaping the way we build, operate, and optimize the physical world through digital data and predictive insights.

If you want to delve deeper into this topic, it is worth reading our article:

Smart Cities in Brazil: progress, challenges, and real opportunities

What companies can (and should) explore now

For most organizations, the question should not be "how to enter the metaverse?", but rather "what elements of the metaverse make sense for my business today?". Instead of treating the metaverse as a final destination, the opportunity lies in adopting immersive technologies and three-dimensional data to solve real challenges, with a focus on efficiency, engagement, and innovation.

This may include:

• Virtual environments for training and onboarding.

• Digital twins for planning, maintenance, and simulations.

• Interactive campaigns on platforms like Roblox, Fortnite, or Zepeto.

• Augmented reality integrated into operations, marketing, or customer service.

Adopting this approach requires an iterative mindset: testing, measuring, learning, and adjusting. And above all, involving multidisciplinary teams, uniting technology, design, operations, and strategy, to ensure that each application is relevant, functional, and aligned with business objectives.

The metaverse is alive, but very different from what was promised

The idea of a parallel digital universe, populated by avatars in open and social worlds, is still far off—and may never materialize in the way it was sold.

However, the metaverse, as a set of immersive and interactive technologies, is already in use by companies looking for efficiency, innovation, and new ways of interaction.

What we are seeing is a transition: from futuristic promise to concrete application. It is up to leaders to adopt a pragmatic view, evaluate where these technologies make sense, and move forward with tests, integration, and continuous learning.

The future of the metaverse will not be a disruptive leap, but a gradual evolution, and for many sectors, it is already underway.