Opportunities and Risks

New technologies offer immense opportunities, but at the same time, they also pose risks. In this chapter, we present the greatest opportunities of VR and AR technologies: customer-centric marketing, more emotional customer experiences, a stronger brand perception, and significant revenue potential. On the other hand, we also uncover the greatest risks: challenges posed by the advancing deepfake technology, security and data protection concerns. With this, we aim to provide guidance for decision-makers who are increasingly dealing with entrepreneurial perspectives in the metaverse.