Aplicação de agentes de Inteligência Artificial e metaverso nos negócios: impactos e perspectivas

Abstract

This article investigates the impacts of the integration between artificial intelligence (AI) agents and the metaverse on digital business strategies. The research question guiding the study is: how can the integration between artificial intelligence agents and the metaverse transform business strategies? The objective of this study is to analyze how the integration between artificial intelligence agents and the metaverse transforms digital business strategies. The theoretical framework is structured in two parts: the first discusses the evolution and functionalities of AI agents; the second explores the fundamentals and applications of the metaverse in the business context. The methodology used was qualitative, exploratory, and analytical, combining a systematic review of the literature with semi-structured interviews with 10 experts in digital transformation located in Brazil, the US, and Portugal. Data analysis was conducted by thematic coding, with the support of the MAXQDA 24 and GPT-4.5 tools. The results indicate that the integration between these technologies transforms operational models, expands personalization, and generates opportunities in sectors such as retail, education, and healthcare. However, ethical, regulatory, and technical challenges also emerge. It is concluded that AI and the metaverse form a promising strategic alliance for the future of digital business.