Currently, consumers’ online experiences of brands tend to be largely transactional, creating a clear desire for improved online engagement that transcends this transactional logic. However, as the hype around the Metaverse and NFTs has drastically subsided, and the excitement around AI continues to grow, it is apparent that online customer engagement is a highly dynamic area. Put simply, there is no one-size-fits-all solution. Rather, as we discuss at length in our white paper, there exists a wide range of emerging tools and possibilities that companies can explore and utilize depending on their circumstances.