Abstract
<jats:p>This study explores how the convergence between digital twins, metaversal platforms, and immersive technologies is transforming consumer interaction in the context of Industry 5.0. From a human-centric perspective, the ethical, technical, and organizational challenges that arise when integrating biometric signals, XR environments, and business models based on affective data are analyzed. The paper examines the need for dynamic organizational capabilities that orchestrate hyper-personalized experiences without compromising privacy, sustainability, or equity. Through a qualitative approach, tensions between innovation, algorithmic governance and ethical design are identified, proposing a conceptual framework to maximize the experiential and symbolic value of the consumer in advanced socio-technical environments.</jats:p>