Annamaria Naso

The crucial turning point is the support that Unity will provide for real-time rendering, as it will finally allow Spatial to achieve rich photorealistic rendering, less distracting, and with significantly more realistic lighting, requiring less effort from developers and devices. This will add value not only to experiences but also to collections and digital artworks, enabling a true enhancement of architectures and making digital and creative professionals even more crucial in creating not just spaces, but actual immersive and spectacular experiences.
With the new implementation of Sketchfab libraries (https://sketchfab.com), thousands of 3D models will be available for import, making space creation accessible to everyone.

Unity is a game and interactive application development platform that enables developers to create 3D and 2D content for various platforms, such as PC, gaming consoles, mobile devices, and virtual/augmented reality. Unity offers an intuitive visual editor and a range of development tools to facilitate project creation, including support for rendering, physics, animation, networking, and more.

This toolkit will open the doors for creators to build exciting out-of-this-world places in just a few clicks. […]
This transforms the Metaverse from a static world into dynamic 3D spaces where we can actively participate.

Jinha Lee, CPO and co-founder of Spatial.

Spatial represents a free and open alternative for creating environments, with the goal of making immersive platforms easy and accessible for anyone who enters and starts building, without prior knowledge in digital design, making it the inclusive and open metaverse platform it is today. As a result, it has managed to establish itself in no time, amid the buzz surrounding the advent of the Metaverse, as one of the leading social platforms based on 3D navigation through avatars, with over 500,000 registered creators, 2 million unique users, and 127 million hours spent on the platform in the last 12 months. With the news of this integration, the limit of static space, where the user is merely a passive visitor, will finally be surpassed.

Environments will become more experiential thanks to the implementation of Triggers (A Trigger is an element of a system that is activated by an event or a specific action that triggers a certain action or response from the system), which will allow environment creators to design true internal functions linked to the models inhabiting the space. This doesn't just mean turning on a light when a user passes by, but rather the opportunity to modify the entire space in which the user is located, fully leveraging the imaginative potential of the virtual.
The animations of the space will be synchronized among users, meaning that when we see an animation, the streaming will be the same for everyone. Although this feature is still experimental, its introduction, combined with physical simulations (such as collisions and object movements), is an incredible innovation for a platform like Spatial, which could offer artistic experiences that are not only immersive but even ephemeral, allowing us to experience and share them only at the moment we are present, immersing us in the hic et nunc of digital works. This could create a new form of exclusivity within immersive experiences.

This renaissance of Spatial clearly speaks to a new vision for the platform. Freedom of expression and creation, as well as the imagination of experiences, are an important step toward realizing a Metaverse where every user is free to create and share, tell stories, and impress with unique and high-quality experiences.

Thanks to the reach of its platform and the new updates, we can conclude that Spatial will soon host a vast number of users eager to express themselves, but also likely many brands that have already started investing in the Metaverse and will find in Spatial an additional space for sharing with the public that can significantly resonate in terms of active user engagement.

All of this highlights a growing interest among service providers in implementing new accessories to support the development of interconnected immersive virtual worlds. Despite the challenges involved, the need to move against the tide and confront the audience's sensitivities is clear, bringing innovations that can project us toward an increasingly clear and defined idea of the feasibility of the Metaverse.

The tone of voice chosen in communication towards an audience, and therefore in storytelling, is a fundamental element that is often underestimated.

In addition to being a distinctive and characteristic element, the Tone of Voice conveys identity and values, providing a humanized perception to those who read or listen, thereby increasing their level of engagement.

Stories do not convey emotions solely through their content, but also through the way in which that content is expressed: in content writing, the chosen tone of voice is calibrated according to the target and context, with the ultimate goal of creating emotional connections that can generate positive or negative frames.

The tone of voice is pure personality, and it is precisely through this that it manages to create a bridge with people, establishing a relationship and an empathetic bond that will lay the groundwork for a unique relationship built on trust.

Words, style, rhythm, suggestions: all elements that must be meticulously crafted to create a perfect mix of recognizability and closeness.

Decision-making processes are not linear but are influenced by experiences, contexts, mental frameworks, judgments, and fears. 

Therefore, to understand which elements work best in communication, it is essential to know the cognitive biases to which we are constantly subject and that influence the way we process information.

For example, based on the so-called framing effect, we know that our evaluation of events is influenced by the way information is presented to us: decisions are thus made based on a spontaneous preference linked to how options are formulated, whether from a positive or negative perspective.

Alternatively, the case of the priming effect demonstrates how certain stimuli can have powerful effects on behavior. In this case, it involves a mechanism of implicit memory and associative activation, whereby initial exposure to certain stimuli, including words, will automatically trigger responses to subsequent stimuli.

Even through just these two examples, one can grasp the value of words in communication and their influence in shaping expectations, perceptions, and ultimately decisions. 

Some information obtained through neuromarketing analyses or derived from the understanding of cognitive processes, given their tendency to recur in various marketing contexts, can be generalized and translated into guidelines to keep in mind when developing textual content of different 

• Writing persuasive content means knowing how to engage, evoke emotions, and create empathetic connections: to achieve this, one must always start with a deep understanding of the audience. 
• Communication that highlights positive aspects can reassure, instill trust, and positively guide people; however, a narrative that leverages loss aversion can also be persuasive.
• The order of information presentation influences the perception and recall of communication: due to the primacy and recency effects, the first and last pieces of information communicated are also the ones that are best remembered.
• Given the limits of short-term memory and working memory, individuals can memorize and reflect on a limited number of items, varying between individuals in a range of 7 ± 2. Therefore, providing essential information, along with expressing oneself clearly in writing, facilitates reading and limits the cognitive load on the user.
• Using a sensory language stimulates the reader from multiple perspectives, engaging them in a multisensory journey that enriches the storytelling experience with meanings.
• Words can have a strong evocative power that corresponds to the activation of specific areas of the brain and respective sensations; in fact, the use of emotional adjectives is beneficial when skillfully calibrated. There are words that neuroscientific tools have identified and classified as more engaging, emotionally neutral, and more repellent.

The applications of neuromarketing techniques are potentially infinite and can assess the effectiveness of any marketing stimulus and commercial communication. 

The cross-disciplinary nature of the field is well illustrated through a practical example: in the commercial for UnipolSai Assicurazioni aired on the main Italian television networks, in partnership with the IULM Brain Lab, we conducted an analysis through neuro tests to optimize the storytelling and narrative of the campaign. 

The research included a neurophysiological analysis, which allowed us to identify the main emotional reactions and visual attention in each second, as well as a rational analysis with a questionnaire that provided insights regarding the recall of the commercial and the communication of the offer.

The analysis revealed critical issues and opportunities related to the scenes in the commercial, the informational banners, the claim, and the involved testimonial. These results provided various strategic-operational guidelines to optimize the storytelling of the content and enhance the overall effectiveness of the commercial towards the television audience.

You can find more information about the case study at this link..

If using neuroscientific knowledge to create textual content already seems futuristic, it is even more so to consider that artificial intelligence is capable of writing them without the assistance of a copywriter. 

These are software programs that automatically generate content using different algorithms based on the intended purpose and type of format. 

The advantages of AI are numerous, including its speed and its ability to facilitate the creation of effective content. At the same time, the validity of these tools does not automatically translate into a complete replacement of the essential role of the copywriter. 

Emotionality, creativity, and the humanity of each individual are difficult to replicate; and while it is true that today more than ever, a text must be authentic and have personality to create a connection with the reader, human work is still invaluable. 

It is also possible to distinguish between different types of content and assign to artificial intelligence those that are purely informative or descriptive, for example, which do not require a high degree of creativity and personality. 

What is certain is that all the new solutions we have discussed share a common goal: to come together to strengthen each other and thus make content writing increasingly effective.