March 17, 2022 At the Adobe Summit Digital Experience Conference this week, Adobe has announced a series of innovations, integrations and investments that the company stated are designed to position brands to succeed in the metaverse.
Building upon the capabilities Adobe currently offers for creating immersive 3D experiences, e-commerce platforms and digital experiences, Adobe announced innovations for designing, creating and delivering engaging and realistic virtual experiences. New integrations across Adobe Creative Cloud and Adobe Experience Cloud will bring Adobe’s 3D content creation and personalization solutions to businesses and users.
According to Adobe, later this year it will expand its 3D capabilities in its Substance 3D Collection, which currently includes Substance 3D Stager, Painter, Sampler, Designer and 3D Asset Library, with an all-new Substance 3D Modeler app, providing an end-to-end solution for 3D visuals and experiences. Adobe’s 3D and immersive content creation tools can be used to build immersive experiences, including games and interactive commerce and educational experiences.
Adobe will also continue integrating its 3D content, effects and capabilities across Creative Cloud applications, building on recently released integrations with Illustrator and After Effects. In addition, Adobe offers a tool for authoring experiences in augmented reality, Adobe Aero.
The company also previewed immersive tools from its research labs, including tools that will empower businesses to bring e-commerce experiences to the metaverse and other virtual, digital experiences. Specifically, Adobe will preview AR shopping capabilities that enable marketers to embed AR markers into digital images on their websites. Customers will be able to take a photo of a product online and automatically see its exact size and fit rendered in their home, allowing users to shop for both virtual and physical products in the virtual world.
Adobe added that it is building on its expertise to enable portability of virtual identities and possessions, allowing users in the metaverse and other immersive experiences to design their unique online personas and possessions and use these customized assets inside of virtual worlds.
“The metaverse and other immersive experiences will only succeed if they are feature-rich, personalized, engaging and have interactive content,” said Scott Belsky, Chief Product Officer and Executive Vice President of Adobe Creative Cloud. “To lead in the metaverse, brands should start creating 3D and immersive content now – it will not only prepare them for the future, but make their product design and creation of marketing and e-commerce assets better, faster and cheaper.”
Adobe sees the metaverse as consisting of immersive experiences that will enable people to interact in virtual worlds. It will power the next wave of innovation, including a broad range of shared experiences addressing work, gaming, e-commerce, robotics, training for autonomous vehicles and climate change research.
Adobe has also released what it calls a “metaverse playbook” to empower agencies and brands to adapt to the demands of designing in 3D and immersive environments to streamline marketing production, product design and more.
In addition, Adobe unveiled collaborations with leading brands – including The Coca-Cola Company, Epic Games, NASCAR and NVIDIA – on an array of technology advances and experiences designed to equip companies with the tools needed to prepare for the metaverse.
“Whether you’re a game developer, architect or automotive designer, today’s consumers expect truly immersive interactive experiences,” said Marc Petit, Vice President, Unreal Engine Ecosystem at Epic Games. “Together with Adobe, we’re developing new tools that empower creators to build real-time 3D experiences that push the boundaries of photorealistic immersion.”
“NVIDIA is working at the cutting-edge to build foundational technologies that allow enterprises, developers and artists to create and connect within virtual worlds. Working with Adobe to evangelize open, common 3D standards like Universal Scene Description will empower our design and engineering teams to bring 3D assets across virtual worlds,” said Richard Kerris, Vice President of the Omniverse development platform at NVIDIA.
For more information on Adobe’s metaverse-related initiatives, please visit the company’s website.
Image / video credit: Adobe / Business Wire / YouTube
About the author
Sam is the Founder and Managing Editor of Auganix. With a background in research and report writing, he has been covering XR industry news for the past five years.