Integración de IAG en el Metaverso: uso positivo y ético de los Neo-PNJs en estrategias de marca
DOI:
https://doi.org/10.5281/zenodo.16418645Palabras clave:
metaverso, PNJ, inteligencia artificial generativa, virtualidad, branding, marketing, avataresResumen
Este estudio analiza el uso de personajes no jugadores (PNJ) en estrategias de marketing en el metaverso, resaltando su potencial para la persuasión inmersiva y la interacción con el usuario, especialmente por parte de marcas y empresas. Este trabajo destaca cómo la inteligencia artificial generativa y multimodal puede transformar a los PNJs en herramientas más sofisticadas y adaptables (Neo-PNJs), mejorando la experiencia del usuario al ofrecer interacciones personalizadas y contextualizadas. Además, se analizan retos técnicos y sociales como la privacidad de los datos y la interoperabilidad de las plataformas. Se proponen futuras investigaciones sobre la personalización de la experiencia del usuario y las implicaciones éticas del uso de PNJs avanzados en marketing.
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Derechos de autor 2025 TeCREA Tecnología y Creatividad Aplicada
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial 4.0.
