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Metaverse and AI Brands “Shifting Our Understanding of Consumer Behaviour” Finds Interbrand

Interbrand, the brand consultancy, has launched its 2023 Breakthrough Brands Report. It finds the metaverse, AI, and sustainable tech brands are leading the way in disrupting the global market. This in turn is shifting our understanding of the world and shaping consumer behaviour.

In partnership with Vox Media, Interbrand’s Breakthrough Brands Report reveals the 30 most innovative brands that are breaking through a crowded landscape and building bold identities rooted in a clear vision. The top 12 names, in particular, are making moves to become the next generation of legacy brands.

Interband has identified an additional 18 brands which represent the emerging trends across evolving beauty and wellness, merging sustainability and style, shaping new tastes around food, and brands that are bringing a next-gen approach.

This year’s report has grouped brands into ‘Arenas’. Each outlines the core human needs and cultural shifts brands are equipped to deliver against. Today’s brands have infinite potential to expand and evolve—they no longer fit into just one category or industry.

The brands in this year’s report include:

  • OpenAI, which gained one million users in just five days via ChatGPT
  • Neko Health, an affordable health-tech experience from Spotify founder Daniel Ek
  •  Zepeto, Asia’s largest metaverse platform; Betterhalf, a matrimony app used by 100 million professionals in India
  • Fishwife, a chic canned fish brand.
Interbrand’s Breakthrough Brands 2023

This is the 6th edition of the report. In previous years it has successfully predicted challenger brands set to become famous names and achieve impressive growth. These include Mythical Games (2022), Athletic Brewing (2021), Maven Clinic (2020), Slack (2017), and Headspace (2016).

For the second consecutive year, more than 50 per cent of 2023’s Breakthrough Brands have founders or C-suite members who are women or people of colour.

The three emerging trends from this year’s Breakthrough Brands report are:

  • Brands have sharper identities. Brands need to know who they are and have a clear stance on their purpose. Brands including Fishwife and CAKE have maintained a clear set of convictions and beliefs from the outset to create a strong brand.
  • Brands are looking to engage with customers in the new world of AI and the metaverse. Brands such as Obsess and Zepeto are experimenting with new and exciting ways to connect with consumers online. According to research conducted by Interbrand and Vox Media, interest in AI tools significantly increases when they are paired with specific objectives, such as eating well.
  • Brands are working in new ways to differentiate themselves in a crowded market. The world has become overpopulated with brands, making it difficult to break through. To become a differentiator in a saturated market, brands need to bring something new to the table. Brands such as OpenAI and Eight Sleep are providing consumers with offerings that reshape the way we live.
Standing out from the crowd

Daniel Binns, global chief growth officer and CEO, Interbrand New York, said: “This year’s analysis of brands represents what’s happening in society and culture today. Most industries are becoming crowded, with a multitude of brands providing similar things. Brands making bold moves to stand out have the best chance of being successful.”

Neha Singh, founder and CEO at Obsess said: “Brands are recognising the power of 3D, virtual environments to create more immersive and engaging shopping experiences. Obsess has created more than 200 virtual stores, and — in doing so — we’ve completely disrupted the digital commerce industry. It’s an honour to be named by Interbrand as one of the Breakthrough Brands challenging the global market. As virtual stores become a mainstream way for brands to form deeper connections with consumers, the next few years will be pivotal for the retail industry to adapt.”

Alex Zatarain, co-founder at Eight Sleep said: “We’re honoured to be recognised as one of Interbrand’s 2023 Breakthrough Brands. At Eight Sleep, our goal is to help people achieve sleep fitness by using technology to sleep well every night, so they can get more out of their days. We have big plans for the future and look forward to following in the footsteps of the impressive Breakthrough Brands alumni that have become household names.”


  • Francis is a journalist and our lead LatAm correspondent, with a BA in Classical Civilization, he has a specialist interest in North and South America.

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