Abstract:

The metaverse?what a broad and fascinating concept. It is represented as a paradoxical blend of expectations as well as uncertainty, optimism and skepticism, technology and, also, human motivations. Nevertheless, in organisations like The Coca-Cola Company (already embedded in the culture), these innovative environments represent an open source to learn from humans in a new form of culture in permanent creation. Hence, given that we take our human-centricity seriously, we firmly stepped into this ?unknown ring of insights?, repeating our mantra: how can we enhance our people?s understanding to serve them better today and in the future?