The Future of Phygital

⊲ The Drum ⊳ With Meta’s metaverse set to close in June, The Drum gathered industry perspectives on the future of phygital. Experts largely agree the concept survives, but must evolve beyond spectacle toward seamless, AI-powered experiences embedded in everyday life. From AI-driven retail media screens and smart wearables to frictionless in-store technology, the consensus is that the most successful blending of physical and digital worlds will be the kind users barely notice. Brands prioritising usefulness over novelty, and transparency over data exploitation, are positioned to lead the next chapter.
⊲ Image – Alex Shuper For Unsplash+ ⊳
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