Vol. 7, Issue 2, Part B (2025)

The study aims to identify the role of the Metaverse platform in enhancing digital managerial innovation and the extent to which individuals working in the environment of private universities in Iraq-specifically Al-Rasheed and Al-Farahidi universities-are aware of it. The researcher adopted the descriptive method to describe the views of the sample members through a set of statistical tools used in social sciences, known as SPSS. The study population consisted of 92 individuals working in private universities within the Iraqi context. The study reached an important conclusion, namely that the Metaverse platform-through its three main applications (augmented and virtual reality, artificial intelligence, and the Internet of Things) has an impact on enhancing digital managerial innovation, with artificial intelligence being the most influential among these technologies. Based on the results, the researcher recommended that university administrations focus on providing the necessary infrastructure to facilitate the use of the Metaverse platform and benefit from it in delivering university services. Moreover, the researcher emphasized the need to promote a culture of digital transformation towards the adoption of digital technologies, including the Metaverse and its tools, through the organization of training programs, scientific seminars, and workshops.