It is just the beginning of adoption and implementation of Metaverse (i.e., threedimensional virtual reality replicating the real-world interactions) in the banking sector. Retail banks such as J.P. Morgan have already massively investedresources to buy a space in the Metaverse (Sahoo & Ray, 2023). Considering the rapid digitalisation of financial services, Metaverse adoption comes together with artificial intelligence (AI) adoption. Previous studies (e.g., Hari et al., 2022; Lappeman et al., 2022) highlighted the use of AI such as chatbots in various services, including digital banking. Mozafari et al. (2022) investigated how the bot nature of service chatbots disclosure influence customers experience. Thishighlights the inability of customers to distinguish between an AI bot and a human being. Moving from chat to Metaverse service support, AI chatbots could be replaced by AI assistants (i.e. voice-based machine learning service support). The purpose of this study is, therefore, to reveal how bank customers experience the AI assistant in the Metaverse. Immersive netnographic observations followed by immersive interviews conducted in the Metaverse are considered suitable for adeeper understanding of bank customers experiences in the virtual reality context.Particularly, the data (i.e., the users’ conversations with AI assistant) can be collected via recording software and analysed following the Kozinets’ (2022) netnography guideline. This study could help business futurists to implement and manage AI assistants in their customer support giving insights in the AI future scenario.