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src="https://i7.swiftpic.io/gpj/7+Wzqab+CDy1aLIoV5B3tU1JNpx+AXiyyubv6I/Lm7c=/format:jpg;cover:1440,621/https://gpjmulti.wpenginepowered.com/wp-content/uploads/sites/7/2020/04/IBM_Digital-Escape-Room_Landscape_Elements_BEKS_v3-16-1-scaled.jpg" class="d-block w-100" alt="" srcset="https://i3.swiftpic.io/gpj/PhPplQSqopH/xcOnLKoVJUIhCfB+a3NIP6NnRxkMRCc=/format:jpg;cover:1920,828/https://gpjmulti.wpenginepowered.com/wp-content/uploads/sites/7/2020/04/IBM_Digital-Escape-Room_Landscape_Elements_BEKS_v3-16-1-scaled.jpg 1920w, https://i7.swiftpic.io/gpj/7+Wzqab+CDy1aLIoV5B3tU1JNpx+AXiyyubv6I/Lm7c=/format:jpg;cover:1440,621/https://gpjmulti.wpenginepowered.com/wp-content/uploads/sites/7/2020/04/IBM_Digital-Escape-Room_Landscape_Elements_BEKS_v3-16-1-scaled.jpg 1440w, https://i2.swiftpic.io/gpj/uCavNd+hrRRB25U5HuHFklAVUYlcNRlwH/6LqSAtm64=/format:jpg;cover:640,276/https://gpjmulti.wpenginepowered.com/wp-content/uploads/sites/7/2020/04/IBM_Digital-Escape-Room_Landscape_Elements_BEKS_v3-16-1-scaled.jpg 640w" sizes="100vw"> </div> </div> </div> </header> <div class="entry-content container content-wrapper"> <p>Rafael Esper, diretor criativo da GPJ Brasil para a Forbes Brasil</p> <p><strong>O metaverso já está entre nós – e há algum tempo </strong></p> <p></p> <p>De acordo com muitos, o metaverso seria uma espécie de “ponto de chegada”, um “lugar” ou ainda “um produto” idealizado por gigantes da tecnologia. O conceito é bem mais amplo: é uma jornada que já estamos trilhando há algum tempo e que nos últimos anos assumiu um ritmo acelerado. Olhando deste modo, já estamos no metaverso e ele está longe de ser um projeto mal sucedido.</p> <p>O conceito de metaverso como um lugar que acessamos através de óculos é bastante limitante. Mais interessante, é entendê-lo como uma camada a mais dentro do universo em que vivemos. Uma reunião por videoconferência é uma evolução imensa que as pessoas não dão o devido valor. Hoje, equipes inteiras de trabalho conseguem estar em três países em uma mesma semana sem sair do Brasil, dirigindo execuções físicas e direcionando complexas operações de forma <em>seamless,</em> mesmo com as tecnologias atuais.  </p> <p>Tudo isso são grandes e importantes ensaios para o metaverso. Mas ele não tem uma forma fechada e definida. Talvez estejamos acessando as primeiras camadas deste novo universo, mas as coisas estão se movendo rápido e sem sinais de trégua.</p> <p><strong>É um caminho sem volta, pois todas as tecnologias do metaverso seguem evoluindo </strong></p> <p>Assistimos um avanço contínuo em realidade virtual, realidade aumentada, computação em nuvem. Todas essas tecnologias são motores que irão ajudar a potencializar esta experiencia. A META já está em seu terceiro modelo de óculos, o Meta Quest 3. Os elementos que compõem o metaverso, como a IA, a IA Generativa e, principalmente, as tecnologias imersivas, estão evoluindo de forma veloz. Mas as pessoas encapsularam o metaverso em uma expectativa cultural de que ele só vai “acontecer” quando tudo isso estiver funcionando e acontecendo ao mesmo tempo. Podemos dizer que, desde o advento da Internet, o metaverso está em franco desenvolvimento. </p> <p>Temos uma fascinante e incrível tecnologia como exemplo do quanto avançamos. A Metahumans, da Epic Games, cria, em poucos minutos, avatares extremamente realistas para o metaverso, incluindo modelos musculoesqueléticos mais realistas. Este nível de precisão seria impossível de ser pensado anos atrás – uma evolução assustadora do Second Life.  </p> <p>Outro exemplo fantástico são os jogos dentro do metaverso. Uma parceria do Star Atlas com a The Sandbox já permite que as pessoas possam transpor as suas conquistas de um game para o outro. São tecnologias que têm possibilitado que a imersão no metaverso seja cada vez mais fluida e real. Não se trata de uma construção instantânea, mas que vai se aperfeiçoando. </p> <p><strong>Crescente adoção por vários setores </strong></p> <p>O metaverso é um mercado em expansão e cada vez mais setores – como medicina, educação, comércio eletrônico e arquitetura, entre outros – estão apostando nele. Temos hoje planos de saúde em que consultas acontecem virtualmente. </p> <p>Mas a área de saúde entende que a tecnologia pode potencializar ainda mais a relação entre médico e paciente. Já se debate a utilização do metaverso no planejamento de cirurgias virtuais, como meio de reduzir a possibilidade de erro, por exemplo.  </p> <p>Estudo da Market Research Future (MRFR) projeta, entre 2024 e 2030, crescimento anual do mercado da saúde no metaverso em 48,3%. </p> <p><strong>A cultura e o entretenimento abraçaram o metaverso</strong></p> <p>A cultura está explorando as várias facetas do metaverso, as suas várias formas de expressão.  Temos acompanhado grandes shows e exposições de arte acontecendo no metaverso. As pessoas estão vivenciando essas experiências como absolutamente reais – porque são! E estamos falando de espetáculos com grandes artistas. Já tivemos shows de Ariana Grande, David Guetta, Ed Sheeran, entre muitos outros nomes. E sabemos que a cultura tende a direcionar muito o caminho das coisas. </p> <p>Isso significa dizer que todos os shows foram um sucesso? Todos os eventos têm entregado o que prometem? O tempo para amadurecimento de toda tecnologia é essencial. Não tem como, instantaneamente, algo tão complexo estar em pleno funcionamento. É uma questão de alinhamento de expectativas. Mas, novamente, olhando para todas as evoluções que tivemos, o futuro é mais do que promissor para o metaverso.</p> <p>Quando olhamos ainda produções audiovisuais, já existem testes adicionando formas do público adquirir coisas no mundo real que estão nas telas das produções digitais. Quem está assistindo um filme e se encanta pela roupa da sua atriz preferida, poderá pausar e acessar no menu da tela o lugar onde encontrar o item. </p> <p>Dizer que o metaverso “flopou” antes mesmo dele alcançar o seu auge é um obituário demasiadamente apressado para quem não consegue apreciar as verdadeiras conquistas e feitos tecnológicos.   </p> <p><strong>Os investimentos não vão cessar </strong></p> <p>O dinheiro faz o mundo girar e o metaverso é um novo mercado a ser explorado. Mesmo diante de tantas “mortes anunciadas”, as empresas seguem apostando e investindo nele. Relatório do Citibank afirmou que a economia do metaverso tem potencial de crescimento de até US$ 13 trilhões até 2030. </p> <p>O banco JPMorgan estimou que o mercado total endereçável do metaverso alcance US$ 4 trilhões apenas na China. Nos Estado Unidos, segundo estudo encomendado pela empresa proprietária do Facebook, a Meta Platforms, o metaverso pode contribuir com até 760 bilhões de dólares até 2035 – cerca de 2,4% do Produto Interno Bruto (PIB) anual. </p> <p>Diante de tudo isso, é melhor seguir com os cintos apertados, pois o metaverso ainda está decolando.</p> </div> <footer> <div class="pagination mb-3"> </div> </footer> </article> </main> </div> </div> <footer class="content-info"> <div class="container pt-6 pb-4"> <div class="row justify-content-between justify-content-lg-start"> <div class="col-12 col-md-auto col-lg-3"> <a class="footer-brand" href="https://br.gpj.com/"> <span class="screen-reader-text">GPJ Brazil</span> </a> </div> <section class="widget nav_menu-3 widget_nav_menu"><h3>Sobre</h3><div class="menu-about-us-container"><ul id="menu-about-us" class="menu"><li id="menu-item-45014" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45014"><a href="https://br.gpj.com/who-we-are/">Sobre</a></li> <li id="menu-item-45016" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45016"><a href="https://br.gpj.com/what-weve-done/">Cases</a></li> <li id="menu-item-45013" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45013"><a href="https://br.gpj.com/what-we-do/">Serviços</a></li> <li id="menu-item-45015" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45015"><a href="https://br.gpj.com/who-we-are/">Liderança</a></li> <li id="menu-item-45311" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45311"><a href="https://br.gpj.com/agencia-de-eventos-transformando-sonhos-em-realidade/">Agência de Eventos</a></li> </ul></div></section><section class="widget nav_menu-4 widget_nav_menu"><h3>Legal</h3><div class="menu-legal-container"><ul id="menu-legal" class="menu"><li id="menu-item-45022" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45022"><a href="https://br.gpj.com/privacy-policy/">Privacy Policy</a></li> </ul></div></section><section class="widget nav_menu-5 widget_nav_menu"><h3>Contato</h3><div class="menu-contact-container"><ul id="menu-contact" class="menu"><li id="menu-item-45005" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45005"><a href="https://br.gpj.com/contact/">Contato</a></li> <li id="menu-item-45021" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45021"><a href="https://br.gpj.com/who-we-are/careers/">Carreiras</a></li> </ul></div></section> </div> <div class="text-end mt-6 pww"> <span class="me-2">Part of the <a style="color: inherit;" href="https://www.project.com/">Project</a> network</span> <a href="https://www.project.com/"><img src="https://br.gpj.com/wp-content/themes/main/dist/images/pww-logo_8f8f4a7f75eb5ecaf571.jpg" alt="Project Worldwide logo" height="46"></a> </div> <hr class="my-3"> <div class="subfooter row align-items-center g-3 flex-column-reverse flex-md-row"> <div class="col"> <small class="fw-light">Copyright ©2024 George P. Johnson. 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