Picture this: Adobe’s new 3D tools help creatives generate virtual photos

With a package of new apps, Adobe is betting that virtual photography and 3D designs are here to stay.

Adobe virtual photography illustration

Big companies have for some time used 3D renderings to create virtual photos of their products. A new Adobe software suite aims to make this process easier.

Photo: Adobe

Add photography to the long list of things that may never be the same after the pandemic: When photo studios and agencies closed their doors last year, a number of companies turned to 3D graphics and virtual photography to create photorealistic assets and designs.

Adobe is betting that this trend will continue even as pandemic restrictions are lifted. The company released a new suite of 3D tools Wednesday that aims to help creatives in a wide variety of industries embrace virtual photography and 3D design.

Adobe VP of 3D and Immersive Sébastien Deguy told Protocol that the software could change how companies market and design products, and perhaps ultimately even lead to the creation of entirely new types of products. Big companies are "redefining the design process completely right now," he said.

  • Adobe Substance 3D consists of four applications. With these individual tools, designers can create 3D objects, apply textures and materials to these objects, create materials based on real-world images and stage objects in what amounts to virtual versions of real-world studio sets.
  • Substance 3D also taps into the company's online 3D asset library, and each tool is closely interconnected. Designers can, for instance, create an object in Substance 3D Painter, and then send it with one click to 3D Stager to incorporate it into a virtual environment.
  • There's a bunch of cool technology working under the hood. 3D Sampler, for instance, uses AI to create 3D objects based on 2D photos. That way, a flat photo of a brick wall can be transformed into a 3D-rendered asset with depth and shadows that respond to virtual lights, ready to be incorporated into a digital 3D scene.

Deguy joined Adobe in early 2019, when the company acquired his digital design tools startup Allegorithmic. He has been building out a dedicated 3D team within Adobe ever since, which included the hire of Pixar veteran Guido Quaroni as senior director of engineering earlier this year.

But while Adobe had long planned to launch its own 3D software, the pandemic definitely increased demand for these kinds of tools by forcing designers to change their process. "They work from home," Deguy said. "They have to work more collaboratively."

  • Even before the pandemic, virtual photography emerged as a way for companies to create photorealistic digital assets at scale. Ikea, for instance, began to use 3D modeling instead of traditional photography for a majority of the images in its catalog years ago.
  • Other companies that have embraced this trend include Ben & Jerry's as well as Lowe's, which recently digitized its entire catalog with Adobe's 3D tools.
  • And those product photos released each year by big tech companies for their new gadgets, with living rooms that seem to always magically match the latest fabric speaker cover colors? They're almost certainly created digitally as well. "It is indiscernible" from photos taken in studios, Deguy said about virtual photography.

Virtual photos of real products, created cheaper, faster and more safely: That's only a first step for digital 3D designs. Companies will also be able to use these tools during the product design process, Deguy explained, and they will be able to use the resulting imagery to market products differently. One example: 3D objects can more easily be turned into augmented reality assets, which consumers can then place into their own living rooms, and perhaps one day explore with dedicated AR glasses.

"The demand for 3D tools is only going to grow," Deguy said. "Life is in 3D, and now, creativity is in 3D, too."


Judge Zia Faruqui is trying to teach you crypto, one ‘SNL’ reference at a time

His decisions on major cryptocurrency cases have quoted "The Big Lebowski," "SNL," and "Dr. Strangelove." That’s because he wants you — yes, you — to read them.

The ways Zia Faruqui (right) has weighed on cases that have come before him can give lawyers clues as to what legal frameworks will pass muster.

Photo: Carolyn Van Houten/The Washington Post via Getty Images

“Cryptocurrency and related software analytics tools are ‘The wave of the future, Dude. One hundred percent electronic.’”

That’s not a quote from "The Big Lebowski" — at least, not directly. It’s a quote from a Washington, D.C., district court memorandum opinion on the role cryptocurrency analytics tools can play in government investigations. The author is Magistrate Judge Zia Faruqui.

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Veronica Irwin

Veronica Irwin (@vronirwin) is a San Francisco-based reporter at Protocol covering fintech. Previously she was at the San Francisco Examiner, covering tech from a hyper-local angle. Before that, her byline was featured in SF Weekly, The Nation, Techworker, Ms. Magazine and The Frisc.

The financial technology transformation is driving competition, creating consumer choice, and shaping the future of finance. Hear from seven fintech leaders who are reshaping the future of finance, and join the inaugural Financial Technology Association Fintech Summit to learn more.

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The Financial Technology Association (FTA) represents industry leaders shaping the future of finance. We champion the power of technology-centered financial services and advocate for the modernization of financial regulation to support inclusion and responsible innovation.

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As AWS preps for its annual re:Invent conference, Adam Selipsky talks product strategy, support for hybrid environments, and the value of the cloud in uncertain economic times.

Photo: Noah Berger/Getty Images for Amazon Web Services

AWS is gearing up for re:Invent, its annual cloud computing conference where announcements this year are expected to focus on its end-to-end data strategy and delivering new industry-specific services.

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Donna Goodison

Donna Goodison (@dgoodison) is Protocol's senior reporter focusing on enterprise infrastructure technology, from the 'Big 3' cloud computing providers to data centers. She previously covered the public cloud at CRN after 15 years as a business reporter for the Boston Herald. Based in Massachusetts, she also has worked as a Boston Globe freelancer, business reporter at the Boston Business Journal and real estate reporter at Banker & Tradesman after toiling at weekly newspapers.

Image: Protocol

We launched Protocol in February 2020 to cover the evolving power center of tech. It is with deep sadness that just under three years later, we are winding down the publication.

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Bennett Richardson

Bennett Richardson ( @bennettrich) is the president of Protocol. Prior to joining Protocol in 2019, Bennett was executive director of global strategic partnerships at POLITICO, where he led strategic growth efforts including POLITICO's European expansion in Brussels and POLITICO's creative agency POLITICO Focus during his six years with the company. Prior to POLITICO, Bennett was co-founder and CMO of Hinge, the mobile dating company recently acquired by Match Group. Bennett began his career in digital and social brand marketing working with major brands across tech, energy, and health care at leading marketing and communications agencies including Edelman and GMMB. Bennett is originally from Portland, Maine, and received his bachelor's degree from Colgate University.


Why large enterprises struggle to find suitable platforms for MLops

As companies expand their use of AI beyond running just a few machine learning models, and as larger enterprises go from deploying hundreds of models to thousands and even millions of models, ML practitioners say that they have yet to find what they need from prepackaged MLops systems.

As companies expand their use of AI beyond running just a few machine learning models, ML practitioners say that they have yet to find what they need from prepackaged MLops systems.

Photo: artpartner-images via Getty Images

On any given day, Lily AI runs hundreds of machine learning models using computer vision and natural language processing that are customized for its retail and ecommerce clients to make website product recommendations, forecast demand, and plan merchandising. But this spring when the company was in the market for a machine learning operations platform to manage its expanding model roster, it wasn’t easy to find a suitable off-the-shelf system that could handle such a large number of models in deployment while also meeting other criteria.

Some MLops platforms are not well-suited for maintaining even more than 10 machine learning models when it comes to keeping track of data, navigating their user interfaces, or reporting capabilities, Matthew Nokleby, machine learning manager for Lily AI’s product intelligence team, told Protocol earlier this year. “The duct tape starts to show,” he said.

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Kate Kaye

Kate Kaye is an award-winning multimedia reporter digging deep and telling print, digital and audio stories. She covers AI and data for Protocol. Her reporting on AI and tech ethics issues has been published in OneZero, Fast Company, MIT Technology Review, CityLab, Ad Age and Digiday and heard on NPR. Kate is the creator of and is the author of "Campaign '08: A Turning Point for Digital Media," a book about how the 2008 presidential campaigns used digital media and data.

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