Adobe Wants To Make 3D An (Augmented) Reality
Adobe is doubling down on its 3D support, betting that the format will power more omnichannel experiences in the years to come. And they’re right.
Adobe’s vision for 3D is in line with soon-to-be-published research that Ryan Skinner and I wrote. In it, you’ll read how companies like Wayfair, IKEA, Zenni, Nespresso, and others are scaling their content creation with 3D assets.
3D is a flexible format because it can provide content for both traditional and emerging formats like AR and VR. Companies turn to 3D because it lets brands:
- Scale content creation. With a 3D representation of a product, brands unlock an infinite ability to pose the product in different scenes and lighting or capture it from different angles. This is important when many photo studios are closed or at limited capacity with the global pandemic.
- Create new experiences. Top brands and retailers use 3D models for augmented reality experiences. In the case of home furnishings sellers like Wayfair and IKEA, customers can see what a couch looks like in their living room before ordering it.
- Support omnichannel experiences. Yes, 3D is a great foundation for augmented reality experiences, but it can also support web and printed content. For example, IKEA is using 3D renderings in some of its catalogs instead of real photographs.
At MAX this year, Adobe presented a peek into its research and development operations around 3D with a project called Scantastic. Shown by an engineer, Scantastic is a prototype 3D capturing workflow that uses a regular smartphone to capture and import a photorealistic 3D model. If this project gets productized, it would allow everyday marketers or creatives without specialized tools to digitize their own content. It could also open the door for consumers to experiment with 3D — for example, digitizing a room to test out a layout before rearranging furniture.
These announcements build on the momentum that Adobe started at MAX last year, which I covered in a blog post. Rounding out its 3D ecosystem, Adobe announced a desktop beta for its AR authoring application, Adobe Aero.
For additional analysis on Adobe MAX, see my colleague Andrew Hogan’s blog.
Do you want to talk more about how 3D can scale your content creation? Set up an inquiry with me.