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Metaverse: the post--hype future

Anthony Marshall (Anthony Marshall is Senior Research Director of the IBM Institute for Business Value. He is located in New York (
Christian Bieck (Christian Bieck is Global Research Leader for Insurance and Special Projects at the IBM Institute for Business Value. He is located in France (

Strategy & Leadership

ISSN: 1087-8572

Article publication date: 7 May 2024

Issue publication date: 30 May 2024




Beyond its initial hype, and based on original new surveying, this paper explores the impact of metaverse on business in the medium to long-term.


IBM Institute for Business Value, in collaboration with Oxford Economics, surveyed 400 C-Suite executives, (CEOs, CIO/CTOs and CMOs) in the U.S. across 25 industries on their investments in metaverse, business cases and outcomes.


  • Despite the media hype, the majority of investment in metaverse is B2B.

  • Although the biggest impacts of metaverse are medium to long-term, there are benefits immediately accessible in the short-term.

  • More success is likely if organizations develop metaverse strategies with ecosystem partners.

Research implications

Metaverse was extremely fashionable, now far less so. Both extremes are inappropriate. Metaverse, especially as a B2B strategy, has an important role to play in an organizations' strategy.

Practical implications

Many businesses are making investments in metaverse. They should continue.

Social implications

Metaverse impacts extends beyond B2C applications into the B2B workplace.

Originality and value

This work is completely original, based on new data and analysis that has not been published elsewhere.



Marshall, A. and Bieck, C. (2024), "Metaverse: the post--hype future", Strategy & Leadership, Vol. 52 No. 2, pp. 17-21.



Emerald Publishing Limited

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