Phil Rowley, Head of Futures for Omnicom Media Group UK, admits that the Metaverse is both overhyped and underappreciated. While a lot of marketer attention is now on the “shiny objects” of AI with products like ChatGPT, he has recently focused on “Avoiding the Regretaverse” or, perhaps better said, “how not to mess up in the Metaverse.” Beginning with definitions, we discuss how brands can best take advantage of the biggest change to the media landscape in decades.