The Australian Metaverse Advisory Council (AMAC), founded last month, aims to provide practical guidance and real-world insights to businesses, organizations, and individuals navigating the ever-evolving metaverse landscape. In a conversation with Mumbrella, Angus Stevens, the chair and co-founder of AMAC, discussed the reasons behind the council’s establishment and its role in separating metaverse potential from hype.
Stevens elucidated that AMAC’s primary mission is to offer a pragmatic approach to the metaverse, offering guidance on a range of technologies, including VR, AR, blockchain, and more. The council seeks to empower organizations to leverage these technologies effectively and build a foundation for future developments in the metaverse.
AMAC’s primary functions revolve around advocacy, education, and advising. Its role includes cutting through the hype surrounding emerging technologies and providing insights into how businesses can use them practically. For instance, when new headsets like Apple’s and Meta’s are released, AMAC aims to offer a clear understanding of their potential applications in real-world scenarios.
The council places a strong emphasis on representing the Australian industry’s perspective, ensuring that it’s not solely dictated by tech companies. AMAC aims to empower practitioners who are actively creating content for Australian businesses, enterprises, and educational institutions by offering local, real-world examples and knowledge.
Regarding Australia’s position in the global metaverse landscape, Stevens explained that Australia is well-positioned for growth and has advantages over regions like the United States and Europe. The Asia-Pacific region, including Australia, is experiencing significant growth in the metaverse, presenting a unique opportunity for the country.
To address concerns and fears about the metaverse’s impact, Stevens highlighted that while there are potential downsides, the technology’s benefits are significant. The metaverse can connect people, enhance empathy, and provide immersive educational experiences. To mitigate risks, AMAC aims to have a say in shaping the metaverse’s future and ensuring it aligns with Australia’s needs.
In response to questions about advertising and branding in the metaverse, Stevens pointed out that there are subtle ways to associate brands with new technology, emphasizing the value of educating the audience about a product’s benefits. In the short term, augmented and virtual reality experiences can be harnessed to explain product functionalities, providing a more engaging and educational approach to marketing.
In conclusion, the Australian Metaverse Advisory Council intends to serve as a guiding light for the industry, offering practical, grounded guidance on emerging technologies. It aims to provide a knowledgeable and balanced perspective to ensure that individuals and organizations can adapt and evolve with the metaverse’s ongoing development. AMAC’s primary goal is not to promote the metaverse but to explain it and make it accessible to all.
