Integrating GAI in Metaverse: Positive and Ethical Use of Neo-NPCs in Branding Strategies

This study examines the use of non-player characters (NPCs) in metaverse marketing strategies, emphasizing their potential for immersive persuasion and user interaction, especially by brands and companies. This paper highlights how generative and multimodal artificial intelligence can transform NPCs into more sophisticated and adaptive tools (Neo-NPCs), enhancing the user experience by offering personalized and contextual interactions. Furthermore, it reviews technical and social challenges like data privacy and platform interoperability. It proposes future research on personalizing the user experience and the ethical implications of using advanced NPCs in marketing.