Building a Responsible Metaverse 3 Decode the challenges the metaverse creates for your organization and apply a decision framework to help you navigate the metaverse responsibly and strategically. Trust and safety—and associated issues related to content moderation and brand safety—will become even more complex, and also more important in the metaverse. Every organization that is using the metaverse should establish a trust and safety strategy. This means implementing an approach to prevent and mitigate toxicity, promote civility and deploying tools, technology and talent that are agile and scalable to ensure that the metaverse is safe for your customers and employees. To identify the right solution to these challenges, companies should consider applying the following approach: Authenticity: Ensure that you use the Adaptability: Anticipate disruptive scenarios metaverse in a manner that is consistent with and make sure innovations in the metaverse can your core mission and values and in a manner withstand change. Example: Make metaverse that safeguards brand integrity. Example: technology decisions today that preserve your Consider how your organization’s commitments ability to pivot and adapt tomorrow as the to sustainability and inclusion should influence technology and competitive landscape evolves use cases for digital assets. (e.g., degree of interoperability). Accountability: Establish strong governance Acceptability: Understand who your and accountability to build and maintain user stakeholders are, and their needs and trust. Example: Leverage processes, metrics and expectations from the metaverse experience, mechanisms to ensure your organization has to build trusted experiences that meet their adequate accountability measures in place and expectations. Example: Your design choices can respond quickly and decisively if necessary. should adhere to the highest standards for safety, privacy and well-being, particularly use cases that involve younger users. The metaverse is more than a new technology. It is a new platform for engagement, collaboration and commerce. Organizations across the metaverse ecosystem have a role to play to build a responsible metaverse, one with trusted technologies and human-centered experiences. 23