It would be wrong to say that Adobe’s major annual event dedicated to the “digital experience” (Adobe Summit) held in March 2022 has been placed under the metaverse tag. The publisher has already announced several new features that have nothing directly to do with virtual worlds.
If we had to define the “star” of this Adobe summit, it would be “RT CDP,” the customer data platform capable of integrating and processing customer data in real time (using real-time RT).
What is the “main” technical problem in this edition? Undoubtedly: Completion of the Adobe Experience Platform project that now powers all Adobe Customer Cloud applications.
And what about the “pioneer” theme? Definitely the end biscuit (and thus a large portion of the third party data) condemning digital marketing to refocus on “first party” data.
3D environments refer to the marketing mix
Neither a “star”, nor a “key”, nor a “beacon”, and, accordingly, metaverses.
However, among the announcements rated as important at this summit, Adobe Europe spokespeople insisted that the beta version of the modeling tool called “Substance 3D Modeler” be released.
Substance 3D is a set of compositing tools, the result of the acquisition of French Allegorithmic in 2019. Completed by Template Modeler (Md). All set alongside Aero (augmented reality) and Adobe Dimension (3D rendering and design). It is added to Adobe’s suite of two other acquisitions by Mixamo (3D avatars) and Medium (3D sculpting).
This new model designer should “make accessible and improve the creation and sharing of 3D projects,” as Adobe promises in its official announcement.
“This will help democratize these 3D modeling tools,” confirms Lionel Lemoine, Director of Solutions Consulting for Western and Southern Europe at Adobe. It was elitist. It was complicated. Today, there are no more brakes,” he confirms.
Above all, it allows the American publisher to offer a near-complete toolkit for promoting the creation of…yes, you guessed it…metaverses.
Because the local Adobe manager has no doubts about it. 3D will take on an increasing role [dans le mix marketing] In the coming years ”, he predicts. And in three-dimensional terms, he means more specifically metaverses.
Partnership with NVIDIA and Epic Games
Adobe is not alone in this exploration and democratization of embedded or completely immersive realities (according to the metaverse). Realizing that these universes won’t form in seven days, and also realizing the extremely diverse resources it takes to create them, Adobe has entered into technical and strategic partnerships with NVIDIA and Epic Games.
On the customer side, Adobe is already collaborating previously with major brands to create virtual stores, avatars, or digital goods that are sold in these universes.
interest in the metaverse in luxury and retail
Among these “pioneers” we find Coca-Cola or NASCAR. In Europe, Luc Dammann, Vice President and General Manager Western Europe at Adobe, noted “strong demand from the luxury segment.” [pour savoir] How to get there.” Lionel Lemoine understands the beginning of an interest in cinema, distribution and, of course, in the video game sector.
“In retail, one of the number one factors that drive customers to return items is a misunderstanding of the size of the product or the size of the item being purchased,” he explains. “In the buying process, the image trumps the technical descriptions. In this context, the metaverse is seen as an opportunity, by linking it to augmented reality, to avoid costly returns.”
Companies that wonder
However, the majority of IT decision makers and marketing decision makers are skeptical at best and skeptical at worst about metaverses.
“It is true that these companies are still a minority,” admits Lionel Lemoine. “metaverse is a topic that raises many questions [chez nos clients]. Today, there are more questions than answers, ”because metaverses” do not yet have a concrete truth for everyone.
Faced with companies viewing the metaverse as a somewhat obscure set of technologies with uncertain benefits, Adobe has decided anyway to prepare to concretely explain “Second Life” to companies — but it’s very different from Second Life, Adobe insists — and give it substance. If he did, that would be a lot.