BETWEEN INNOVATION AND RISK: ETHICAL AND SOCIAL CHALLENGES IN THE METAVERSE
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Introduction: The metaverse and generative artificial intelligence (GAI) are shaping a disruptive scenario for contemporary communication, especially in Generation Alpha’s socialization. This study examines their ethical, social, and cultural implications, considering risks such as privacy, identity, and misinformation, while highlighting opportunities for educational innovation and digital inclusion. Objective: The research explores the communicative implications of Generation Alpha’s interaction with metaverses enhanced by GAI, with a particular focus on the role of NEO NPCs and the challenges they pose for communicative ethics, identity construction, and digital equity. Methodology: A mixed-method approach is adopted: a systematic literature review of recent publications (2020–2025) and a qualitative analysis of young users’ digital experiences in immersive environments (Roblox, Fortnite, Minecraft, VRChat). Results: Findings reveal that Generation Alpha experiences the metaverse as a space for identity expression and extended socialization. However, significant risks are observed, related to lack of regulation, biometric data protection, algorithmic manipulation, misinformation, and access equity. Discussion: The analysis shows that GAI in the metaverse expands communicative possibilities but also increases ethical dilemmas around transparency, misinformation, and corporate responsibility. Conclusions: If designed according to principles of communicative ethics, inclusion, and sustainability, the metaverse can become a strategic space for social and cultural innovation for Generation Alpha.
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Eusko Jaurlaritza
Grant numbers IT 1771-22
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