2023年，元宇宙以及企业下一步的发展方向依旧是行业热议话题。普华永道根据自身洞察和经验作出如下六大展望，以期为商业领袖们提供引导。这些展望包括元宇宙接下来将应用于哪些领域、哪些技术可能会发展得最快、商业领袖应如何行动以使企业规避风险等等。简而言之，元宇宙尚未完全进入黄金时代，但当下已经开始创造真正的商业价值，并为企业重塑未来做好准备。数字化转型网szhzxw.cn
普华永道全球科技、媒体及通信行业主管合伙人周伟然表示：“虽然目前元宇宙仍处于概念阶段，但与其相关的众多概念已经和各种业务产生关联。在中国市场，跨行业的技术与业务创新也正在促成逐渐繁荣的元宇宙产业格局。元宇宙经济发展、元宇宙建设与运营，均涉及复杂的技术体系和生态资源，如互联网、物联网、5G/6G通信、人工智能、区块链、增强现实、虚拟现实和云计算等各类关键技术要素，在元宇宙发展过程中，也必将拉动壮大这些相关技术领域的市场规模。同时，元宇宙也将推动了由不同利益相关方（政府、产业园区、行业协会、学术研究）和参与者（元宇宙内容与服务业、其他行业）组成的巨大生态系统的发展。根据一些全球研究机构预测，到2030年，元宇宙将开启价值8至13万亿美元的新业务机遇，市场前景非常广阔。”数字化转型网szhzxw.cn
一、商业经营者将成为元宇宙的超级用户
越来越多的企业开始探索在元宇宙中模拟实体运营。例如，零售商可以创建数字实体店，让顾客和员工以虚拟的方式尝试交互，来提高满意度和销量。餐饮业经营者在厨房布局和座位设计上也可以进行同样的尝试。制造商可利用元宇宙的新数据增强数字孪生模型，从而改进其供应链、生产和物流。
普华永道预计，未来几年会有更多元宇宙特有的产品和服务来搭建消费者与商业元宇宙之间的桥梁，例如：以虚拟角色组建的客服中心、金融教育、远程医疗以及完全沉浸式的全新商业体验等。”数字化转型网szhzxw.cn
普华永道建议:
将元宇宙投入实际应用最有效的开始方式，是将元宇宙计划与具体、可衡量的业务成果结合起来。目前，元宇宙可以实现的成果通常包括品牌建设和客户参与、多样化且不断增长的收入流、员工赋能和流程优化等等。在设定目标后，可根据需要开发新功能，例如元宇宙特有的定价和伙伴关系策略，或新的运营模式和管理方法。同时，也应利用控制测试、项目管理和绩效监控等措施来保证元宇宙计划的有效实施。
二、元宇宙的成败取决于可信度
元宇宙计划的成败将更多地取决于可信度，而不是功能。元宇宙并不需要全新的风险管理方法。相反，通过对现有方法进行适当调整，可以实现对新风险的管控，增强可信度。要负责任地使用元宇宙，应从六个方面考量新的可信和风险因素，涵盖经济效益、数据、治理（包括网络安全）、数字身份、用户体验和自持续性（如果弃之不用，则不会影响元宇宙的持续演化）。
普华永道建议:”数字化转型网szhzxw.cn
管理元宇宙风险的指导原则是确保在前期和整个过程中融入可信度设计 ：如果企业在元宇宙计划的设计阶段就将风险管理纳入其中，那么后期有可能避免付出昂贵代价。其他主要原则包括：
提升管理层认知技能，如果管理层对元宇宙缺乏足够的了解，会为制定元宇宙战略决策带来风险；
创建针对自身企业及其元宇宙计划的风险分类；
跨领域协作，考虑到在元宇宙环境下，许多跨职能和跨业务线的协作方式均存在风险性
三、人工智能和扩展现实（VR）将协同助力元宇宙推动转型
VR是一项极具吸引力且实用的技术。企业已将其用于入职、培训、部门协作、客户体验等方面。当然还有其他通往元宇宙的途径，比如增强现实（AR）设备、笔记本电脑和智能手机。
普华永道相信，人工智能（AI）不仅将成为元宇宙的基础性技术，同时还具有变革性。就像在当今互联网上用户无需成为程序员也能设计网页，无需成为技术专家也可以创建一个元宇宙空间。AI也会不断地赋能“虚拟数字人”（计算机生成的虚拟人），也许还能激励人们与虚拟人进行互动，就像与真人互动一样。”数字化转型网szhzxw.cn
当然，AI的发展不仅会带来新的风险，还会加剧既有风险，包括潜在偏见、深度造假和滥用体验。几乎可以肯定，AI也会引发新的合规挑战。例如，个性化算法在一定程度上会减少人们在信息消费中付出的成本，但围绕算法推荐机制下的信息茧房效应，中国已经产生了热烈的讨论，包括主流媒体、知名学者都卷入了这场讨论，并对监管方向调整产生了影响。目前看来，多个地区可能会针对AI制定适用于元宇宙的新法规。
普华永道建议:
在元宇宙中推进AI发展的更优办法是部署负责任的AI，使其能恰如其分地完成各项需求。AI在元宇宙中的发展还可能会带动数据策略和治理更广泛的升级。毕竟，大多数企业不仅没有准备好借助AI充分利用元宇宙所带来的数据机遇，甚至也没有充分意识到从已有的数据中可能找到的价值。这或许意味着，“技术中立”这一理念在未来或许会受到挑战，“向善”价值观下产生的技术，或许会是一个更好的选择。”数字化转型网szhzxw.cn
四、元宇宙将成为每一位管理者的必由之路
元宇宙可能很快会触及企业的方方面面。在普华永道的元宇宙调研中，82%的受访高管预计元宇宙计划将在三年内成为其业务活动的一部分。随着元宇宙变得无处不在，每一位高管都应该在元宇宙的发展过程中发挥作用——尤其一些非技术型高管更加关键。可能催生的一些新职责包括：
首席执行官和董事会：制定战略优先事项，为客户和员工不断变化的期望做好准备，并提前应对新的威胁和风险。
首席运营官（COO）：帮助部署新工具和技术。
首席营销官（CMO）：重新思考沉浸式数字世界的客户参与、体验设计和品牌建设。
首席财务官（CFO）：关注数字资产（如加密货币和NFT）在元宇宙中日益增长的使用；了解参与处理关键交易的新第三方；仔细评估投资配置，并加强对财务报告的控制。
首席人力资源官（CHRO）：部署元宇宙工具，使之应用于员工招聘、入职、培训、连接和协作。”数字化转型网szhzxw.cn
总法律顾问：对元宇宙中数据和资产方面的法律发现问题作出响应。
税务领导者：遵守快速变化的规则，发现新的税务价值。
这些非技术型高管不仅需要彼此密切合作，还要与首席数字官、首席创新官、首席信息官和首席信息安全官合作，创建并维护企业的元宇宙基础设施、体验和数据管道。
普华永道建议:
许多团队需要提升技能（如上所述），但这还远远不够。为了避免众多高管间的工作出现冲突和交叉，可以考虑任命一位高管来管理企业元宇宙相关的所有活动。该角色可以是一个新设立的职位，也可以在现有职位上兼任。无论以何种方式，首要任务之一即是加强高管之间的沟通。
五、元宇宙将成为一股“向善”的力量
对于支持并日益重视ESG（环境、社会及治理）倡议的企业，元宇宙可以成为将会提供更多助力。例如，元宇宙会议可以取代一些面对面的会议，从而减少商务旅行的碳排放，而商务旅行正是碳排放的主要来源之一；元宇宙中的数字孪生技术可以帮助提高企业运营能耗效率；元宇宙中的店铺可以让消费者试用实体产品的数字复制品，减少退货产生的运输需求；通过数字代币，元宇宙可以帮助原材料溯源，减少供应链中的环境问题。
通过将更多的业务虚拟化，即打破地理空间和工作地点的限制，企业可以接触并招募更多的员工。元宇宙的真实模拟可方便邀请各地的责任相关方监督、参与并从事相关工作，帮助改进企业履职能力，提升透明度。不过，要让元宇宙成为改进企业工作的积极力量，还需要企业下定决心才能实现。”数字化转型网szhzxw.cn
普华永道建议:
要使元宇宙计划成为一股“向善”的力量（以及实现ESG目标的有力助手），企业需要遵照和风险管理相同的指导原则：从一开始就将其设计在这些优先事项中。如果在元宇宙计划早期就已嵌入了ESG目标（包括多样性目标）和相关管理，那么企业不仅能够为未来做好准备，还可能会获得投资者、员工和其他利益相关者的支持，但这需要一些方法来衡量和报告元宇宙计划及关键性元宇宙赋能技术对ESG的影响。
六、企业将争夺过去不曾需要的新技能
任何新技术都需要新的技能，但是元宇宙及其相关科技需要的技能更为高度专业化，其中一些在几年前几乎都不存在，例如监控和验证交易的需求，收集和保护Web3生态系统中数据的需求，后者随着元宇宙应用的增加而不断增长。许多企业领导者也对网站设计师和互联网用户体验专家的需求持怀疑态度，大多数人甚至没有考虑网络运营所需的全新的网络安全和数据科学技能。很多技能已然日趋紧缺，因此在获得或培养这些技能方面事不宜迟。
普华永道建议:数字化转型网szhzxw.cn
在中国市场上，由于网络游戏等元宇宙相关行业的快速发展以及涨落，拥有元宇宙相关技术能力的人才也在不断外溢；如何抓住这些人才红利，一方面需要企业高管对自身的元宇宙价值定位、业务发展思路有前瞻性的决策，从而为这些人才创造发挥的空间，同时，打造企业文化，吸引和包容富有创造力的尖端技术专家也至关重要。
七、为数字现实的新一轮发展做好准备
普华永道的六大展望，旨在从专业视角看到元宇宙正处于变革时代：数字世界和实体世界将比过去更完全、更无缝地结合在一起。将实体身份与数字身份、产品和资产相结合，将其引入至不同平台，或分享或出售不同的组合…这些操作将比以往更加具有可行性。鉴于此，企业应该从现在开始，在探索元宇宙的道路上先行一步，让未来在元宇宙的世界大有可为。
翻译：数字化转型网szhzxw.cn
In 2023, metaverse and the next development direction of the enterprise is still a hot topic in the industry. Based on its insights and experience, PWC offers six outlooks to guide business leaders. These visions include where the metaverse will be applied next, which technologies are likely to evolve the fastest, and how business leaders should act to make their businesses risk-averse. In short, the metaverse is not quite in its golden age yet, but it is now beginning to create real business value and set the stage for companies to reshape the future.
“While the meta-universe is still in the conceptual stage, a number of related concepts are already relevant to a variety of businesses,” said William Chow, global technology, media and communications industry leader partner at PWC. In the Chinese market, cross-industry technology and business innovation is also contributing to the gradual prosperity of the metacosmic industrial pattern. Metaverse economic development, construction and operation involve complex technological systems and ecological resources, such as the Internet, the Internet of things, 5G/6G communication, artificial intelligence, blockchain, augmented reality, virtual reality and cloud computing and other key technological elements.
In the process of metaverse development, the market scale of these related technological fields will also be boosted. At the same time, metaverse will also promote the development of a huge ecosystem consisting of different stakeholders (government, industrial parks, industry associations, academic research) and participants (metaverse content and service industry, other industries). According to some global research institutions, the metaverse will open up new business opportunities worth US $8 to US $13 trillion by 2030, and the market prospects are very broad.”数字化转型网szhzxw.cn
Business operators will become the superusers of the metacom
More and more companies are exploring simulating physical operations in the meta-universe. For example, retailers can create digital physical stores that allow customers and employees to experiment with each other in a virtual way to increase satisfaction and sales. Restaurant operators can do the same with kitchen layouts and seating designs. Manufacturers can use new data from the meta-universe to enhance the digital twin model to improve their supply chains, production and logistics.
PWC expects more multiuniverse-specific products and services to bridge the gap between consumers and the business meta-universe in the coming years, such as avatar-based call centers, financial education, telemedicine, and fully immersive new business experiences.
PWC recommends:
The most effective way to start putting the meta-universe into practical use is to combine the meta-universe initiative with concrete, measurable business results. Currently, the outcomes that metaverse can achieve typically include brand building and customer engagement, diverse and growing revenue streams, employee empowerment, and process optimization. After setting goals, new features can be developed as needed, such as pricing and partnership strategies specific to the meta-universe, or new business models and management methods. At the same time, measures such as control testing, project management and performance monitoring should be used to ensure the effective implementation of the meta-universe program.数字化转型网szhzxw.cn
The success or failure of the metaverse depends on credibility
The success or failure of the metaverse project will depend more on credibility than functionality. The metaverse does not require an entirely new approach to risk management. On the contrary, new risks can be managed and enhanced by appropriate adjustments to existing methods. To use the metacom responsibly, new trust and risk factors should be considered in six areas, including economics, data, governance (including cyber security), digital identity, user experience and self-sustainability (which, if abandoned, will not affect the continued evolution of the metacom).
PWC recommends:
The guiding principle for managing metaverse risk is to ensure that credibility design is incorporated both upfront and throughout the process: if an enterprise incorporates risk management in the design phase of a metaverse plan, it is likely to avoid costly costs later on. Other key principles include:
Improve the cognitive skills of the management. If the management lacks sufficient understanding of the meta-universe, it will bring risks to the decision-making of the meta-universe strategy.
Create risk classifications for your own enterprise and its meta-universe initiatives;
Cross-domain collaboration, given the risks associated with many cross-functional and cross-line-of-business collaboration approaches in the meta-universe environment数字化转型网szhzxw.cn
Artificial intelligence and Extended Reality (VR) will work together to power the meta-universe to drive transformation
VR is a very attractive and practical technology. Companies have used it for onboarding, training, departmental collaboration, customer experience and more. There are of course other pathways to the metaverse, such as augmented reality (AR) devices, laptops and smartphones.
PWC believes that artificial intelligence (AI) will not only be the foundational technology of the meta-universe, but also transformative. Just as on today’s Internet users don’t need to be programmers to design web pages, they don’t need to be technologists to create a metaverse. AI will also continue to empower “avatars” (computer-generated virtual people) and perhaps inspire people to interact with them as they would with real people.数字化转型网szhzxw.cn
Of course, the development of AI will not only introduce new risks, but also exacerbate existing ones, including potential bias, deepfakes, and abusive experiences. AI will almost certainly raise new compliance challenges as well. For example, personalized algorithm can reduce the cost people pay in information consumption to some extent, but the information cocoon effect under the algorithm recommendation mechanism has generated a heated discussion in China, including mainstream media and well-known scholars have been involved in this discussion, and has had an impact on the regulatory direction adjustment. For now, it seems likely that several regions will enact new rules for AI that apply to the metaverse.
PWC recommends:
A better way to advance AI in the meta-universe is to deploy accountable AI that does what it needs to do. The development of AI in the meta-universe could also lead to broader upgrades in data strategy and governance. After all, most companies are not only unprepared to take full advantage of the data opportunities presented by the meta-universe with AI, they are not even fully aware of the value that can be found from the data they already have. This may mean that the concept of “technology neutrality” may be challenged in the future, and that technology derived from “good” values may be a better choice.
The metaverse will become every manager of the road数字化转型网szhzxw.cn
The metaverse may soon touch every aspect of business. In PWC’s Metacomes survey, 82% of executives surveyed expect Metacomes to become part of their business activities within three years. As the metaverse becomes ubiquitous, every executive should play a role in its development — especially non-technical executives. Some of the new responsibilities that could be created include:
CEO and Board: Set strategic priorities, prepare for the changing expectations of customers and employees, and anticipate new threats and risks.
Chief Operating Officer (COO) : Helps deploy new tools and technologies.
CMO: Rethinking customer engagement, experience design and brand building in an immersive digital world.
Chief Financial Officer (CFO) :. Focus on the growing use of digital assets (such as cryptocurrencies and NFT) in the meta-universe. Learn about new third parties involved in processing key transactions. Carefully assess investment allocations and tighten control over financial reporting.
Chief Human Resources Officer (CHRO) : Deploy meta-universe tools for employee recruitment, onboarding, training, connectivity, and collaboration.
General Counsel: Responds to legal discovery issues regarding data and assets in the meta-universe.
Tax leaders: Follow fast-changing rules and discover new tax value.
These non-technology executives need to work closely not only with each other. But also with the chief digital officer, chief innovation officer, chief information officer and chief information security officer to create and maintain the enterprise’s meta-cosmic infrastructure, experience and data pipeline.
PWC recommends:数字化转型网szhzxw.cn
Many teams need to upgrade their skills (as mentioned above), but it’s not enough. To avoid conflicts and cross-pollination among many executives, consider appointing one executive to manage all activities related to the corporate metaverse. The role can be a newly created position or a concurrent role in an existing position. Either way, one of the first tasks is to improve communication among executives.
The metaverse will be a force for good
For companies that support and increasingly focus on ESG (environmental, social and governance) initiatives, the metaverse can be even more helpful. For example, metaverse meetings could replace some face-to-face meetings, thereby reducing carbon emissions from business travel, which is one of the main sources of carbon emissions. Digital twinning technology in the meta-universe can help improve the energy efficiency of enterprise operation. Stores in the metaverse allow consumers to try out digital replicas of physical products, reducing the need for shipping returns. With digital tokens, the metaverse can help trace raw materials to their source and reduce environmental issues in the supply chain.
By virtualizing more of their operations — that is, breaking the constraints of geographic space and work locations — companies can reach and recruit more employees. A realistic simulation of the metacomes can facilitate the monitoring, participation and engagement of relevant stakeholders from all over the world, helping to improve the performance of enterprises and enhance transparency. However, it will take corporate determination to make the metaverse a positive force for improving corporate work.
PWC recommends:
To make the metauniverse project a force for good (and a powerful assistant to achieving ESG goals). Companies need to follow the same guiding principles as risk management: design it into these priorities from the start. If ESG goals (including diversity goals) and related management are embedded early in the metacom initiative. The enterprise can not only prepare for the future, but may also gain the support of investors, employees. And other stakeholders, but this requires some way to measure and report on the impact of metacom initiatives and key metacom enabling technologies on ESGs.
Companies will compete for new skills they never needed before
Any new technology requires new skills, but metaverse and related technologies require more highly specialized skills, some of which barely existed a few years ago. Such as the need to monitor and verify transactions. And the need to collect and protect data in the Web3 ecosystem, which is growing with the increasing use of metaverse. Many corporate leaders are also skeptical of the need for web designers and Internet user experience specialists. And most don’t even consider the brand new cybersecurity and data science skills required for web operations. Many skills are already in short supply, so there is no time to delay in acquiring or developing them.
PWC recommends:数字化转型网szhzxw.cn
In the Chinese market, due to the rapid development and fluctuations of metauniverse related industries such as online games, talents with metauniverse related technical capabilities are constantly spilling over. How to seize these talent dividends, on the one hand, requires enterprise executives to make forward-looking decisions on their own meta-cosmic value orientation and business development ideas. So as to create a space for these talents to play. At the same time,. It is also crucial to build a corporate culture to attract and accommodate creative and cutting-edge technical experts.
Prepare for a new round of developments in digital reality
PWC’s six outlooks aim to give a professional view of the metacomes in an era of change: the digital and physical worlds will be more fully and seamlessly integrated than in the past. Combine physical identities with digital identities, products and assets, bring them to different platforms, or share or sell different combinations… These operations will be more feasible than ever before. In view of this, companies should start now, on the road to explore the metaverse. So that the future in the metaverse world is a big step forward.
本文由数字化转型网（www.szhzxw.cn）转载而成，来源：首席数字官；编辑/翻译：数字化转型网宁檬树。
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