As technology advances, we are witnessing a shift towards Artificial Intelligence (AI) systems, where their implications extend across diverse sectors, including tourism, communication, education, health, and workplace. The Metaverse is anticipated to be a ground-breaking technology, facilitating immersive and interactive experiences in both virtual and physical realms to enhance users’ understanding and providing a strong effect of reality. This research aims to study the potential impact of the Metaverse on the United Arab Emirates (UAE) cultural communication, and its opportunities in terms of preserving the cultural identity and handing down the country’s heritage for future generations and for social innovation purposes within the intercultural dialogue. Based on these assumptions, the research project will investigate the dynamic interplay between AI technologies, the Metaverse, the cultural communication and identity in the context of the UAE. The semiotic-oriented approach to digital technologies, communication and cultures reflects on the meaning and the effects activated by the cultural texts, enabling the researcher to uncover the implicit ideologies underlining the application and integration of new systems, processes, and media, identifying their impact on the society in many ways. The research will be established based on the conceptual framework developed by Ju. M. Lotman and the semiotic of culture, considering the culture as a semiotic mechanism, organized in a certain manner, such as the language. This approach enables us “to apply to the analysis of culture those categories that have already proven themselves useful in general semiotics (...)” (Lotman, 2004a: 396).