The fascination of metaverse – How extended realities are already changing corporate communications

Author: Christof Schmid

“Virtual reality was the dream of science fiction. But the internet was also once a dream and so were computers and smartphones,” says Meta CEO Mark Zuckerberg about the metaverse in 2022. However, the metaverse still seems to be more science fiction than reality for most communicators in 2024.

In any case, according to the CommTech Index Report 2024/2025, only 17% of communicators and agency employees surveyed see the metaverse as an opportunity for corporate communications. This puts it in last place in the ranking of the most exciting technical innovations.

Do extended realities such as AR, VR and XR really offer so few opportunities?

In any case, the big tech companies all agree that the technologies surrounding the metaverse will fundamentally change the way we perceive, experience and interact with brands, products and companies. The only thing nobody knows yet is when this will happen.

But couldn’t it be that we are already much further along than we think?

Haven’t we long been surrounded by the possibilities of extended realities without really realizing it?

Because, as always with technological innovations, we are on a journey.

The current phase is therefore referred to as the emerging metaverse. In concrete terms, this means that we are using 3D renderings, AR technology and virtual worlds. This allows us to create impressive community experiences.

What is often neglected in the metaverse discussion is that these technologies alone already offer many exciting opportunities for immersive corporate communication. They help to make your own brand tangible in an innovative way and strengthen trust in companies, products and services.

Many telecommunications providers are already considered pioneers due to their brand DNA. They use 3D renderings to display products and operating aids and bring the brand world into your own four walls with the help of augmented reality.

Or let’s take the bicycle manufacturer PUKY: when selling children’s bicycles via the online store, choosing the right size was always the biggest challenge. Parents found it difficult to choose the right size. With the help of an AR application, this problem was solved and the returns rate was reduced by over 50%.

Deutsche Bahn uses 3D renderings and AR technology for the technical onboarding of its employees, enabling them to learn functions and models regardless of location and time.

Conversely, applicants can find out everything about the company in a virtual HR center and immerse themselves in the various product worlds.

Meta’s VR platform Horizon already enables impressive experiences, be it a concert or a virtual press conference, where stakeholders from all over the world can join in and virtually experience the latest products up close.

Porsche Design used this technology to present the latest designs and create emotions in an immersive world.

We, the AG CommTech, have also taken the first step into the virtual world. With the help of the Leipzig-based VR provider Rooom, we held our first virtual general meeting this year. We called it Virtual Connect and created various virtual theme islands. There was still room for improvement in some areas, but the community had a lot of fun.

So what happens next? And above all: What does this mean for us as communicators?

The technological development of VR glasses is accelerating due to the implementation of AI functions. And Meta is putting the industry under pressure. In September, the tech company presented new AI functions based on the Llama 3.2 model for its Meta Quest 3 and launched the Quest 3s, an affordable entry-level model with impressive features, on the market at a price of EUR 329.

The transition to the next phase, the advanced metaverse, in which extended realities are made accessible to a broad mass, is therefore imminent. Technological performance in terms of storage capacity and data throughput will quickly make a further push and MX, AR and VR worlds will become even more prevalent in our lives.

It is therefore also time for communicators to take a look at this area and evaluate it for their own communication work.

If you would like to find out more about AR, VR and mixed reality and learn how to develop your own VR strategy for corporate communications, then register for the seminar “AR, VR and mixed reality in corporate communications” on 19.02.2025:

About the author

Christof Schmid is a communications expert and has managed the communications of national and international companies such as Twitter in Germany for over 20 years. As a speaker, consultant and author for modern communication, he works for board members, managing directors, entrepreneurs and marketing and sales teams from DAX companies to start-ups. Christof Schmid is also head of the CommTech Academy, which provides communicators and PR practitioners with the necessary skills for the digitalization of communication. He also heads the technology section of the working group of the same name.