The pace of innovation with NFTs continues to speed up and this chapter features the latest case studies from brands including Adidas, Live Nation, Nike, Carlings, AMC Cinemas and Shopify. Speculation around the emergence of Web 3.0 is also put under the lens. What will set it apart from Web 2.0, and are we really seeing the beginnings of this new iteration, or is it simply the start of a new technological cycle in the web’s evolution?