Why 3D content creation is rapidly becoming a major strategic asset for brands

After years of “what if,” the metaverse is starting to come into focus for brands, and moving to the “what’s next?” stage. Brands are racing to find a foothold and define what it means to be a company creating immersive experiences in the metaverse. No one is quite sure what that looks like yet, but as companies experiment and innovate, the growing need for 3D content and immersive experiences is accelerating, along with the demand for 3D creative tools and content libraries.

VentureBeat’s MetaBeat event welcomed leaders from Adobe 3D & Immersive — including Kellie Townley, director of art and development, Guido Quaroni, senior director of engineering and Pierre Maheut, director of strategic initiatives and partnerships — to talk about creating content for the metaverse. The three spoke about how the next generation of 3D design and development is evolving, why brands need to start equipping themselves with the tools and know-how to begin populating a thriving metaverse, challenges like standardization across platforms and more.