Metaverse and NFT Market as AI Disruptive Technology for Digital Luxury Brands

This study aims to develop a strictly view point applied of AI applied to luxury brands in digital platforms, as a strategic management tool, taking into account its emerging potential, advantages and benefits in the future, identifying the main features and factors underlined to digital platforms and tools that transform the new digital paradigm of the global luxury market, regarding its potential for sustainable luxury brands digital consumption. A exploratory qualitative methodology was applied, based on Systematic mapping study (SMS), both to analyse and to structure a broad research field concerning methods, designs and research. This methodological approach focused on scholarly papers published in renowned academic databases, namely Web of Science, Emerald, Wiley, Science Direct, Scopus, Taylor and Francis, and Sage (among others), as well Google Trends data, human-computer data through the video sensory stimuli, VR/AR, and industry and professional reports properly evaluated and selected. The development, application and use of AI in the context of digital luxury brands is still at an early stage, although it is already characterised as a new approach of exploring and achieving the ESG goals framework. In future, accumulated data and empirical research to reinforce the robustness of the outcomes derived of this study results is needed. This study advances a Metaverse and NFT as the newest tools of AI for digital luxury brands it will provide further guidance for its technology within the context of digital luxury brands.