towards in-depth 3D modeling for e-commerce

What future for the famous metavers? We’ve covered this before for B2B with Forrester, but my little finger tells me we’re not done hearing about this phenomenon. It’s actually a habit of technological innovation, it’s when we least believe it that everything ends up changing. A recent announcement (and a press release that I posted at the end of the article) from Adobe was released during Adobe Summit 2022, for which we are partners [transparence]. This PR informs us of a major movement starting with big names in the marketing and technology industry. What future can we imagine for this area? Here are some thoughts from my reading of this press release.

In-depth 3D modeling for meta-verse and e-commerce: innovation is on the way

towards in-depth 3D modeling for e-commerce
Are you ready for Metaverse, ask us Adobe, which publishes one White book on the subject and launches an important announcement on it market -Adobe image

Transparency - informal networksTransparency: Adobe is our customer. We wrote this post with our usual goals of professionalism, independence and authenticity.

Metaverse: The Return

If someone had told me we would see Secondlife come back 15 years later, I would not have believed it. However, there is a self-fulfilling and self-prophetic side to itinnovation technologically and in a sense that can be explained.

A major technology player, in this case Meta, the new name on Facebook, is embarking on a 100% strategy on an innovation that seemed either outdated or reserved for a niche (mostly players), and suddenly the entire technology industry is ready to deliver software to the whole planet.

It’s hard to say where Metaverse is going or not

So far nothing new. There’s a craze and it’s hard to explain and say where all this is going. Some predict a flop and others an El Dorado, but let’s be honest, no one really knows.

Moreover, the head of Adobe Digital Experience Anil Chakravarthi himself, in the introduction of the Keynote of Adobe Summit on the 15th afternoon, said nothing different. Basically, it expressed that “the metaverse would not come in the immediate future” for the general public.

The self-prophetic nature of technological innovation

But a press release from the publisher caught my attention on March 16, 2022, when I received it. And looking at the press here is there (I will put some links at the end of this article) I realized that I was not alone and that my colleagues from the computer press had also ticked this post.

This is the announcement of the positioning of some of Adobe’s products around this metavers in parallel with a collaboration with four main companies and not least: Coca-Cola, Epic games, NASCAR and NVIDIA.

Around this announcement, the delivery of new 3D augmented reality tools, the purpose of which is to create immersive 3D content, to enable virtual shopping experiences and portability of virtual identities and goods.

Remain humble towards innovations and especially Metaverse

Once again, the fortune tellers in IT and innovation will have to swallow their hats and remain humble. It is impossible to know if all this will take off industrially, but when you see big players like these working together in this field, you say to yourself that there will be something left in the end, even the famous “metavers” in itself is something that is still quite hazy for today. And above all, it’s still hard to say where to find it and which actor (Facebook? Ubisoft? Another?) Will be the lead architect.

Either way, through this release, we can already identify applications around this virtual economy, especially with the merging of creative tools (Adobe creative cloud and Adobe Marketing cloud in this case).

3 lessons from the Adobe Metaverse Marketplace announcement

From this announcement, however, we can deduce some enlightening principles for the future, because a major player like Adobe does not enter such a market for no reason:

  1. First, the virtual universe is becoming more and more realistic. Through new 3D technologies and in particular those demonstrated by Adobe with Substance 3D, which makes it possible to go directly from a photo representation to 3D, whether it is an application for the meta-verse or another application related to e-commerce for example.
  2. Second: the need for 3D representations in e-commerce allows “augmented reality” shopping tools (I quote). It should be noted that e-commerce today is still very traditional. Between the Amazon 25 years ago and today there are few differences. The need to achieve realism around e-commerce is indeed a possible margin for progress, whether it is for the metaverse or traditional e-commerce, which must reinvent itself after a quarter of a century of good and loyal service.
  3. Third, in case the metaverse really takes off, the ability to design virtual characters and objects online. Hard to say today for the general public if this will go beyond a few communication operations such as Coca-Cola. But again, it is also difficult to claim the opposite. For B2B, I refer to my interview with Forrester. B2B is much more mature and more industrial on this topic.

Innovations that can be used by the metaverse, but not only

In conclusion, a major player in software that is moving in the direction of providing in-depth 3D modeling that can both serve for the meta-verse, but after all also a little realism does not hurt, e-commerce. On the other hand, some great players who take advantage of it to do summen, but not only for some of those who here can see the opportunity to expand their products from real life to the virtual world like NASCAR. In the field of online gambling, this is completely understandable.

The future will show whether the metaverse really picks up speed and, where to find it, in the B2B industry or in other areas of B2C. In any case, it is certain that the virtualization of objects and people on the Internet is underway, that we are only at the beginning, and that these 3D modeling tools are becoming more and more sophisticated.

It will therefore be necessary to prepare for major innovations in the coming years, if the Internet does not close down under the international political pressure that we are currently experiencing.

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Yann Gourvennec
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