IT Brief New Zealand logo
Technology news for New Zealand's largest enterprises
Story image

Adobe empowers brands to succeed in the metaverse

By Shannon Williams
Fri 18 Mar 2022

Adobe has announced a series of innovations, integrations and investments designed to position brands to succeed in the metaverse.

Building upon the capabilities Adobe currently offers for creating immersive 3D experiences, eCommerce platforms and digital experiences, Adobe announced new innovations for designing, creating and delivering engaging and realistic virtual experiences to millions of users. 

New integrations across Adobe Creative Cloud and Adobe Experience Cloud will bring Adobes 3D content creation and personalisation solutions to businesses across a wide spectrum of industries.

Adobe also released a playbook for brands and previewed its upcoming Substance 3D Modeler as well as augmented reality shopping tools. In addition, Adobe unveiled collaborations with brands including The Coca-Cola Company, Epic Games, NASCAR, and NVIDIA on an array of technology advances and experiences that include the key ingredients of metaverse readiness:

3D and other immersive content creation
Today's immersive experiences, including games and interactive commerce and educational experiences, are largely built using Adobes industry-leading 3D and immersive content creation tools, Substance 3D and Aero. Smart brands are using 3D design workflows, such as virtual photography with tools like Substance Stager, to make their product design and marketing content production better, faster and more efficient.

Virtual commerce experiences
Adobe works with thousands of businesses to power digital storefronts and other eCommerce experiences. This expertise, as well as cross-cloud integrations will empower businesses to create immersive experiences where users shop for both virtual and physical products in the virtual world.

Portability of virtual identities and possessions
Adobe empowers brands to deliver unified, personalised digital experiences to their customers, no matter where they are or what channel they're engaging. Adobe is building on its expertise to enable users in the metaverse and other immersive experiences to design their unique online personas and possessions and use these customised assets inside of virtual worlds.

"The metaverse and other immersive experiences will only succeed if they are feature-rich, personalised, engaging and have interactive content," says 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 eCommerce assets better, faster and cheaper," he says.

"The metaverse consists of immersive experiences that 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, eCommerce, robotics, trainings for autonomous vehicles and climate change research."

As Adobe moves to integrate its creative 3D and immersive tools with Adobe Experience Cloud, its first integrations planned are Adobe Commerce, Adobe Experience Manager, Adobe Analytics and Adobe Target. Previously, Adobe announced tighter integration of 3D content, effects and capabilities across its portfolio of Creative Cloud applications.

"As the web evolves, there will be greater demand than ever for data-driven, immersive experiences that include eCommerce, multi-user functionality and the ability to own and export customised versions of your identity and possessions across virtual worlds," says Anil Chakravarthy, president, Digital Experience Business, Adobe. 

"Adobe Experience Cloud will be integral to brands efforts to build personalised, immersive experiences such as these."

Metaverse Playbook

At Adobe Summit, Adobe unveiled a Metaverse Playbook to empower agencies and brands to adapt to the new demands of designing in 3D and immersive environments to streamline marketing production, product design and more. Additional areas included in the playbook are new insights on the core ecosystem of partners to fast-track brands on their road to metaverse readiness.

Adobe Previews New Immersive Innovations

Later this year, Adobe will expand its 3D capabilities in Adobes Substance 3D Collection, which currently includes Substance 3D Stager, Painter, Sampler, Designer, and 3D Asset Library, with an all-new Substance 3D Modeler app, making the collection the only end-to-end solution for 3D visuals and experiences. Adobes 3D tools are used extensively in top immersive games, including Fortnite, Roblox, Halo, and Flight Simulator. They are also used to create exceptional entertainment experiences, including Dune, The Mandalorian, and Blade Runner 2049.

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 an industry-leading tool for authoring experiences in augmented reality, Adobe Aero.

During Sneaks at Adobe Summit, Adobe previewed cutting-edge immersive tools from Adobes research labs, including tools that will empower businesses to bring eCommerce 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 merging the virtual and physical worlds.

Related stories
Top stories
Story image
Cybersecurity
What every CISO must answer to enable a best-in-class security operations program
It has been widely reported recently that South Australian government employees have been the victims of a cyberattack.
Story image
Identity and Access Management
The post-pandemic workforce requires secure IAM capabilities
HID Global discusses what identity and access management means for organisations in today's convoluted digital world.
Story image
Microsoft
Microsoft previews Power Platform website design offering
Microsoft has announced the preview of Power Pages, the fifth product in its Power Platform family, designed for low-code makers and professional developers.
Story image
SaaS
The paradox of change, and how to get around it
The business decision to technologically transform should not come from an IT department but from the business itself.
Story image
Training
Trojan cyber attacks hitting SMBs harder than ever - Kaspersky
In 2022 the number of Trojan-PSW detections increased by almost a quarter compared to the same period in 2021 to reach 4,003,323.
Story image
Check Point
Check Point and CCTV expert join forces to boost protection
The partnership will involve Check Point Quantum IoT Protect Nano Agent being embedded in Provision-ISR’s CCTV cameras for on-device runtime protection.
Story image
Ponemon Institute
Email revealed to be riskiest channel for data loss
More than half (60%) of organisations experienced data loss or exfiltration caused by an employee mistake on email in the last 12 months.
Story image
Ransomware
CERT NZ releases first Cyber Security Insights for 2022
CERT NZ has released Quarter One: Cyber Security Insights 2022, which offers an overview of reports about cybersecurity incidents affecting New Zealanders.
Story image
Manhattan Associates
Shortening the click-to-customer cycle through smart technologies
Speed of delivery without accuracy is a dealbreaker for consumers. How can retailers operating in an omnichannel environment overcome the challenge of click-to-customer cycle times.
Story image
Digital Marketing
Similarweb acquires SEO and rank tracking company Rank Ranger
Digital intelligence company Similarweb, which specialises in analysing web traffic, has acquired Rank Ranger, a market leader in SEO and rank tracking.
Story image
Red Sift
Entrust expands strategic partnership with Red Sift
Entrust has expanded its strategic partnership with Red Sift to make it easier for businesses to adopt Brand Indicators for Message Identification (BIMI) standards for email identification and security.
Story image
Sustainability
SoftIron named global leader for efficient DC infrastructure solutions
SoftIron has been named a global leader for supplying energy-efficient data infrastructure solutions for core-to-edge data centers after an assessment by Earth Capital Ltd.
Story image
Sustainability
Equinix announces milestones on sustainability commitments
Equinix has released its 2021 Sustainability Report which outlines progress, innovation and accomplishments on key ESG commitments.
Story image
Digital Transformation
Harnessing digital innovations to maximise loyalty programmes and improve CX
When it comes to the retail sector, merchants have never had access to so many different client touchpoints and data to understand their customers better.
Story image
Sustainability
Aligned Data Centers increases sustainability-linked loan
Aligned Data Centers has increased its sustainability-linked loan from $375 million to $1.75 billion to speed up the next phase of its strategic growth.
Story image
Kubernetes
Sysdig unveils new Kubernetes troubleshooting and cloud innovations
Sysdig has introduced two new innovations that look to help bolster cloud services and simplify Kubernetes troubleshooting.
Story image
Cybersecurity
Cybersecurity prompts upgrade for 1.3 billion electricity meters
ABI Research finds Advanced Metering Infrastructure (AMI) and cybersecurity concerns are prompting the upgrade of 1.3 billion electricity meters by 2027.
Story image
Training
Infosec unveils role-guided cybersecurity training roadmaps
Infosec Skills Roles maps hands-on training and certifications to the 12 most in-demand cybersecurity roles to maximise training efficiency.
Story image
GapMaps
GapMaps Live to improve brand decisions on physical locations
GapMaps has released its latest service GapMaps Live, giving more insights and features to help brands make better decisions about physical locations.
Story image
Data Protection
Information management capabilities to meet privacy requirements
Organisations with customers or operations across more than one country face a spate of new and proposed privacy and data protection laws.
Story image
Alteryx
Alteryx releases updates, empowers data insights for enterprise
Alteryx has released new advancements designed to aid enterprises with cloud analytics, democratise insights and ensure data governance.
Story image
New Relic
New Relic launches vulnerability management platform
New Relic has introduced New Relic Vulnerability Management to help organisations find and address security risks faster and with greater precision.
Booster
Booster Innovation Fund. A fund of Kiwi ingenuity – for Kiwi investors.
Link image
Story image
Cybersecurity
Accenture - a collective security approach a driving factor for cyber resilience
With the approaching Davos World Economic Forum upon us, it is even more imperative to discuss the impact of cybersecurity on business operations leading into the future.
Story image
Silver Peak
The path to an adaptive, modern network
Managing and securing the network looks different than it did just two years ago—especially given that most of these networks are made up of multi-generations of infrastructure stitched together over time.
Exabeam
Find out how a behavioural analytics-driven approach can transform security operations with the new Exabeam commissioned Forrester study.
Link image
Darktrace
Threat actors are exploiting weaknesses in interconnected IT/OT ecosystems. Darktrace illuminates your entire business and takes targeted action to stop emerging attacks.
Link image
Story image
Rackspace
Skills shortages hold orgs back from capitalising on cloud 2.0
Organisations are becoming more comfortable with sophisticated 'cloud 2.0' technologies, even as they confront difficulties in hiring and retaining IT talent.
Story image
Data Center
Preventing downtime costs and damage with Distributed Infrastructure Management
Distributed Infrastructure Management (DIM) can often be a lifeline for many enterprises that work with highly critical ICT infrastructure and power sources.
Story image
Digital Marketing
Getty Images delves into the world of NFTs with Candy Digital
Getty Images and Candy Digital, the next-generation digital collectible company, have announced a new multi-year partnership agreement.
Story image
Ransomware
APAC organisations fail to disclose ransomware breaches
85% of organisations in APAC were breached by ransomware at least once in the past five years, but only 28% publicly disclosed the incident.
Story image
Managed service provider
Barracuda MSP Day 2022 highlights MSP opportunities
Barracuda Networks has released a report showing global services-related MSP revenue is set to increase by more than a third in 2022 compared to 2021.
Story image
Microsoft
Microsoft, Cloudian partnership offers data center flexibility
Cloudian’s HyperStore object storage platform is now integrated and validated to work with Microsoft SQ Server 2022, offering more flexible and scalable data centers.
Story image
Sift
Sift shares crucial advice for preventing serious ATO breaches
Are you or your business struggling with Account Takeover Fraud (ATO)? One of the latest ebooks from Sift can provide readers with the tools and expertise to help launch them into the new era of account security.
Story image
BYOD / Bring Your Own Device
How zero trust can lead the battle against ransomware
SecOps teams champion a zero trust strategy to support the fight against the escalating risk of cybercrime and help monitor threat actors across a network.
Story image
Microsoft
Elevation of Privilege the top 2021 Microsoft vulnerability
BeyondTrust has released its 2022 Microsoft Vulnerabilities Report, finding that Elevation of Privilege is the top vulnerability category for the second consecutive year.
Story image
CrescoData
SPS network now available to CrescoData eCommerce customers
CrescoData, a Pitney Bowes Company and PaaS business in the commerce space, says its customers can now connect to the SPS Commerce Retail Network.
Story image
Infosys
Consumer relationships with digital services continues to change
Two years of pandemic-induced reliance on technology for work has altered our relationship with digital apps and services, new research has found.
Story image
Vectra AI
Vectra’s inaugural Partner of the Year Awards revealed
APAC companies Baidam, Firmus, ShellSoft and Macnica have been recognised in Vectra AI's inaugural Partner of the Year Awards.
Story image
Digital Signage
MAXHUB's Digital Signage range to bolster boardroom productivity
The new MAXHUB Digital Signage technology is purpose-built to make every kind of team meeting more effective.
Story image
MEC
MEC spending for private cellular networks to reach $5.8b
A new ABI Research report finds the revenue for Multi Access Edge Compute (MEC) deployments for private cellular networks will reach USD$5.8 billion by 2030.
Story image
Artificial Intelligence
Frost & Sullivan recognises Genesys as leader in new reports
Frost & Sullivan has recognised Genesys as a leader in the cloud contact centre market for its robust cloud and digital capabilities.
Story image
Hybrid Cloud
Barracuda expands cloud-native SASE platform
"The expansion of Barracuda's cloud-native SASE platform for hybrid deployment models and IIoT environments solves a number of challenges."
Story image
Cybersecurity
Comcast to use ThreatQuotient for cybersecurity operations
Comcast, the parent company of NBC Universal and SKY Group, has chosen ThreatQ Platform and ThreatQ Investigations to meet their cybersecurity needs.