Adobe empowers businesses to succeed in the metaverse

Amsterdam, March 15, 2022 – At Adobe Summit, Adobe (Nasdaq:ADBE) announced a series of innovations, integrations, and investments that help brands succeed in the metaverse.
Building on Adobe’s current capabilities to create exceptional 3D experiences, e-commerce platforms and digital experiences, Adobe announced new innovations to design, create and deliver engaging virtual experiences to millions of users. New integrations into Adobe Creative Cloud and Adobe Experience Cloud enable businesses in virtually every industry to take advantage of Adobe solutions to create and personalize 3D content.
Adobe released a metaverse-ready playbook for brands and previewed its upcoming Substance 3D Modeler and augmented reality (AR) shopping tools. Additionally, Adobe revealed partnerships with leading brands, including The Coca-Cola Company, Epic Games, NASCAR, and NVIDIA, for a variety of technology advancements and experiences that encompass the key ingredients of preparing for the metaverse:
• 3D and other content creation: Using Adobe’s industry-leading 3D and featured content creation tools, such as Substance 3D and Aero, brands can create content better, faster, and more efficiently.
• Virtual commerce experiences: Today, Adobe works with thousands of businesses to enable digital storefronts and other e-commerce experiences. This experience and cross-cloud integrations will allow companies to create immersive experiences where users can purchase virtual and physical products in the virtual world.
• Portability of virtual assets and identities: Adobe builds on its expertise to enable users in metaverses and other immersive experiences to design their unique characters and assets online and leverage these personalized assets within virtual worlds. In this way, brands can offer personalized experiences to their customers.
“The metaverse and other immersive experiences will only be successful if they are feature-rich, personalized, engaging, and have interactive content,” said Scott Belsky, chief product officer and executive vice president, Adobe Creative Cloud. “To lead the way in the metaverse, brands must start creating 3D and immersive content now; It will not only prepare them for the future, but it will also improve the design of their products and the creation of marketing and e-commerce assets, faster and cheaper. ”
The metaverse consists of immersive experiences that allow people to connect in virtual worlds. It will drive the next wave of innovation, including a wide range of shared experiences at work, gaming, e-commerce, robotics, autonomous vehicle training, and climate change research.
As Adobe plans to integrate its 3D and immersive creative tools with the Adobe Experience Cloud, the first integrations are already planned: Adobe Commerce, Adobe Experience Manager, Adobe Analytics, and Adobe Target. Adobe previously announced further integration of 3D content, effects, and capabilities across its Creative Cloud portfolio of applications.
“As the web evolves, there will be more demand than ever for immersive, data-driven experiences that include e-commerce, multi-user functionality, and the ability to own and export personalized versions of your identity and assets across virtual worlds.” said Anil Chakravarthy, president, Digital Experience Business, Adobe. “Adobe Experience Cloud will play an integral role in brands’ efforts to create immersive, personalized experiences like this one.”
“At Coca-Cola, we are committed to preserving the art of creativity and design, both in the real world and in the digital world,” said Rapha Abreu, Global Vice President of Design, The Coca-Cola Company. “Adobe is helping bring digital innovation to our physical products, and we look forward to working together to extend the magic of Coca-Cola into the rapidly expanding virtual world of immersive design experiences.”
“Whether you’re a game developer, architect or automotive designer, consumers today expect truly immersive interactive experiences,” said Marc Petit, vice president of the Unreal Engine Ecosystem at Epic Games. “Together with Adobe, we are developing new tools that enable creators to create real-time 3D experiences that push the boundaries of photorealistic immersion.”
“At NASCAR, we’re committed to giving our fans the best experience, whether they’re on the track, watching at home or interacting with us in the virtual world,” said Wyatt Hicks, NASCAR General Manager of Digital Media. “We are excited to partner with Adobe to continue bringing immersive experiences to fans across all platforms.”
“NVIDIA is at the forefront of developing core technologies that enable businesses, developers and artists to create and interact with virtual worlds. Partnering with Adobe to promote common, open 3D standards such as Universal Scene Description will enable our design and engineering teams to bring 3D assets into virtual worlds,” said Richard Kerris, vice president of NVIDIA’s Omniverse development platform.
metaverse script
At Adobe Summit, Adobe introduced a “Metaverse Playbook” to enable businesses and brands to adapt to the new demands of 3D design and immersive environments to streamline marketing output, product design, and more. The playbook also includes new insights into the partner ecosystem to quickly prepare brands for the metaverse.
Adobe Previews New Immersive Innovations
Later this year, Adobe will expand its 3D capabilities in Adobe’s Substance 3D Collection, which currently includes the Substance 3D Stager, Painter, Sampler, Designer, and 3D Asset Library, with a new Substance 3D Modeler application, making the collection the only end. Complete solution for images and 3D experiences. Adobe’s 3D tools are used extensively in the best immersive games and entertainment experiences, including Fortnite, Halo, Dune, and The Mandalorian.
Adobe will also continue to integrate its 3D content, effects and capabilities into Creative Cloud applications, building on recently released integrations with Illustrator and After Effects. In addition, Adobe offers a leading tool for creating augmented reality experiences, Adobe Aero.
During “Sneaks” at Adobe Summit, Adobe previewed advanced immersive tools from Adobe Research Labs, including tools that enable businesses to bring e-commerce experiences into the metaverse and other virtual digital experiences. Adobe will preview augmented reality (AR) shopping capabilities that will allow marketers to embed AR markers in digital images on their websites. Customers can take a photo of a product online and automatically see its exact size and fit in their home, thus merging the virtual and physical worlds.
For more information on Adobe’s metaverse-related initiatives, visit: www.adobe.com/metaverse

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