Abstract
The emergence of the metaverse as a new generation of cyberspace, along with the increasing development of artificial intelligence, is considered one of the most important technological developments in the 21st century, whose effects go beyond the field of technology and have also affected economic, social, and political structures. The metaverse is not simply an emerging technology or an environment for entertainment and virtual interactions, but rather a platform that can confront the concept of sovereignty, territory, citizen participation, the economy, and the way public services are provided with new challenges and opportunities. The main question of the present research is how the metaverse transforms the resources, tools, and mechanisms of soft power in the digital age, and what opportunities and challenges will this transformation bring for the power and soft governance of governments, especially the Islamic Republic of Iran? The research hypothesis is that the development of the metaverse and artificial intelligence, while increasing the capacity of governments to expand cultural influence, public diplomacy, and international image management, has led to the expansion of cognitive wars and competition due to the concentration of power in technological platforms, and the algorithm has also transformed the nature of power and soft governance, and therefore its effective use requires a review of policymaking, digital governance, and public diplomacy strategies.