Whether the metaverse becomes a reality shared by all humans or not, it will undoubtedly be a new communication channel. This environment will force companies to create new jobs. In this article, we share our thoughts on the subject in the wake of the ethical and legal challenges posed by the metaverse.
|Future jobs in the metaverse||Already in existence?||Development potential (1: limited potential, 5: significant potential)|
|Environment designer in the metaverse||Yes, in the games sector||4|
|Advertising expert in the metaverse||No, but many online advertising experts could develop specific skills in the metaverse||5|
|Biometrics data specialist||Biostatistics already exists but is not yet applied to the data that could be collected via the metaverse||5 if the virtual reality helmets are equipped with eye-tracking capabilities|
|Metaverse ethicist||No, but it is a logical extension of the digital ethicist’s job||1|
|Lawyer of the metaverse||Some lawyers are beginning to take an interest in the subject.||4|
|Expert smart contract||Yes||5|
Environment designer in the metaverse
In itself, this profession already exists. The virtual worlds that we already travel in 2D (or in 3D more rarely) must already be designed by specialists. The majority of these specialists are currently in the game industry.
The popularization of the metaverse will make these skills essential for more sectors.
Entertainment, beauty and fashion, and retail will probably be the first sectors to experiment with the metaverse in their marketing strategy. They will need to have experts to bring their vision of the metaverse to life. Initially, this will probably be done by outsourcing the work, but eventually, the skills will have to be brought in-house.
Advertising expert in the metaverse
Advertising is a sector that is likely to be disrupted by the metaverse. Everything remains to be explored in this field, even if product placements have already been realized in virtual universes like video games.
The mobilization of all the senses in a virtual universe will undoubtedly lead to new, as yet unknown, expressions of advertising.
For this reason, we believe that a specialization linked to advertising in the metaverse will develop in the years to come. This specialization will develop in parallel to the other channels (TV/Radio, Out Of Home, Social Networks, …) and should gain importance as the number of users increases.
Biometrics data specialist
One of the reasons why Mark Zuckerberg sees the metaverse as the future of Meta is that the virtual reality headset offers new possibilities for advertising tracking. Until now, an online advertising campaign could be optimized through A/B testing. Implicit variables were used to optimize the campaign and make the Internet user tend towards the desired behavior.
The virtual reality headset will offer new possibilities to measure biometric variables, especially eye movement. This ability to do eye-tracking on a large scale will bring advertising into a new era. We will be able to know on large samples of populations and how users react to advertising stimuli in real-time.
However, we will have to be able to analyze this data and link it to the virtual worlds visited. Therefore, we could see the emergence of a “biometric data” specialization among data scientists.
The market of avatar accessories is not a dream. It is already a reality thanks to NFT, and gamers have been used to buying virtual objects and services for a long time now.
If the metaverse becomes widespread, we can imagine that everyone will want to adopt a look that reflects their aspirations. Fashion brands have not waited for the metaverse to become widespread, and Gucci, for example, has sold the NFT a bag for more than its actual version.
Dressing in the metaverse, however, may require special technical skills. That’s why we think that the profession of “costumer” could develop to customize your avatar’s appearance and build its digital wardrobe.
The metaverse will not be generalized to the whole population (see our analysis here). However, it will attract users whose profiles could be of interest to companies.
Since the metaverse will become an interaction channel like any other, we can imagine that people will specialize in recruiting through avatars. In the same way that special skills are needed to approach candidates in the real world, some could develop expertise in recruitment operations in the metaverse.
The metaverse could be entirely experienced with virtual reality (or VR). Augmented reality versions, more accessible, could also be created.
In either case, these technologies will require very specialized expertise. If the metaverse becomes widespread, there is a good chance this expertise will be lacking. To profile oneself as an expert in virtual reality is, therefore, a niche that seems promising. In terms of augmented reality, the difficulty is more diminutive. Many consumer products are already taking advantage of it, like this bottle of wine.
Every technological advance raises its share of ethical questions. The metaverse is no exception. We have analyzed a series of them in this article. In the same way recommendation algorithms have raised fears of a filter bubble creation, the metaverse will force us to question our life in the virtual world.
This profession will likely remain confidential, with companies putting their interests ahead of users. Biometric data is a class of data that is difficult to obtain and holds great potential for improving algorithms. Therefore, the temptation will be vital to seek to get them by all means before self-regulating.
Lawyer of the metaverse
In the wake of the ethical challenges posed by the metaverse, a series of legal issues will emerge. It is unlikely that states will legislate on these issues quickly. However, companies will have to develop internal skills to deal with the potentially arising problems in the metaverse. They will also have to anticipate the legal risks that could, for example, result from deviant behaviors in their worlds.
Expert smart contract
Smart contracts are to the metaverse and the blockchain what paper contracts are to the real world. Setting up a smart contract requires specific legal and technical knowledge that is currently very rare on the market. Lawyers are already positioning themselves in this emerging niche. However, companies will need in-house specialists because the “smart contract” will become, with the blockchain, an essential component of transactions and, therefore, of the life of companies.