DIGITAL TRANSFORMATION
“ From attending virtual classrooms to buying digital land , activities are currently being conducted in separate environments . Eventually , they will take place in a single environment – the metaverse ”
MARTY RESNICK RESEARCH VICE PRESIDENT , GARTNER
– especially when it involves a celebrity , explains Holly White , Head of Service Development at Rouse .
“ We are expecting to see more and more issues arising from this as entertainment companies in the gaming and music sectors are increasingly utilising digital avatars to carry virtual concerts and events for fans ,” comments White .
“ Personality rights refer to the right of an individual to control the commercialisation of their identity , and from their perspective , this would include digital avatars . This becomes more complicated because the personality rights of a celebrity are limited if that individual is under a contract with an entertainment company to fulfil a project . Further , a grey area arises if the contract is terminated early or ends at the intended date . When this happens , the question at hand would be who has ownership over the digital avatar .”
Ensuring the safety of the metaverse If the metaverse is considered to be a network of virtual worlds , safety and ethical aspects will be important to establish the
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