Emirates Airline has announced plans to build brand experience in the metaverse and launch utility-based NFTs.

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While the Dubai-based airline did not mention it is partnering with any Web3 companies to bring its plans to life, the company shared in a statement that the first projects are already underway and are expected to launch in the coming months:

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“Dubai and the UAE are blazing the way in the digital economy, having a clear vision supported by practical policies and regulatory frameworks in areas such as virtual assets, artificial intelligence, and data protection,” said Sheikh Ahmed bin Saeed, chairman, and chief executive of Emirates airline and group.

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“We are excited about opportunities in the digital space of the future and are committing a significant investment in financial and resourcing terms, to develop products and services using advanced technologies that will deliver on revenue, brand experience, and business efficiencies.”

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To do this, Emirates plans to transform its Expo 2020 pavilion into an innovation centre, bringing in worldwide talent to work on the airline's digital space projects, including those involving NFTs, Web3, and the metaverse.

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