How can companies ensure that the use of emerging technologies like artificial intelligence and virtual reality in enhancing the customer experience align with their brand values and ethics, while still setting them apart from competitors?

Companies can ensure that the use of emerging technologies aligns with their brand values and ethics by clearly defining their values and ethics in relation to customer experience. They should conduct thorough research to understand how AI and VR can be used to enhance customer experience in a way that reflects their values. Companies should also establish guidelines and policies for the use of these technologies to ensure ethical practices are followed. Additionally, companies can set themselves apart from competitors by creating unique and innovative ways to incorporate AI and VR into their customer experience that align with their brand values.