What is Phygital Transformation

It is an expression of a business nature for consultancies and for strategies that involve the analysis and design of experiences that need the physical and the digital to exist in the social and economic conformation. Existence needs changing states and representations in systems that have digital solutions, applications and applicability with physical mechanisms and supports developed for the elaboration of interfaces and immersive resources. It needs development and design for the consumer experience. Contexts are superimposed with digital from the physical with synchronous or asynchronous time. The processes exist for the existence of the journeys that need the four-dimensional for the inseparability of the real with the virtual. The manifestation integrates the experiences with elements of the physical world with the universes created in the digital and highlights the emotions, feelings, behaviors, and attitudes that affect people represented or not by digital humans that can affect other representations in phygital journeys. In phygital transformations, it is necessary to reflect on the opportunities for both worlds, as well as the challenge for advances in the journeys that unite the physical with the digital. It is necessary to situate what results from the fusion of the physical with the digital to mitigate phygital stress in the metaverse ecosystem and in the platforms available for phygital experiences. All phygital impacts must be measured. In phygital business, the change is in the physical and in the digital and in the overlapping of the two universes to aggregate opportunities and mitigate adversities, because well-being is both physical and virtual. It must be recognized that there are many challenges to phygital skills and human capabilities, as well as to the development of the ecology of phygital platforms. The term implies the implementation of disruptive technologies with processes that involve the physical with the digital to maintain competitiveness in highly technological contexts that are in constant change, whether political, social, cultural or economic.

It is supported by objects and applications as digital solutions that contain physical mechanisms with virtual interfaces and contents. The contexts are fundamental, because they show the overlapping physical and virtual place and space. In the consumer's or client's journey, there are processes that advance over time and show the dissolution between virtuality and reality. It is an experience that integrates physical and digital elements with emotions, feelings, behaviors and that affect decisions in the phygital journey.

It is a term coming from the business world and highlights the combination of the physical and the digital. It is based on interfaces and context to be situated and related to the industry, society, and consumption 5.0. In the user and consumer journey, there are processes that change over time and space, which highlights the dissociation of reality and virtuality. In the integration of physical and digital, emotions, feelings, behaviours, and intelligence, whether artificial or emotional, mix in the consumer's experience with the brand and affect the phygital journey through strategic decisions and meaning.