We live in a world where visuals aren’t just supporting the narrative—they are the narrative. Today, forward-thinking brands are redefining engagement by crafting stunning, immersive content that goes beyond attracting attention—it compels action. At the forefront of this transformation are CGI and 3D content creation, now essential tools for brands seeking to build stronger connections, deliver unforgettable customer experiences, and maintain a competitive edge.
Whether it’s bringing products to life in jaw-dropping detail or crafting virtual environments that blur the lines between digital and physical, these technologies are redefining how businesses captivate their audiences. This isn’t just evolution—it’s a revolution in how brands create, communicate, and connect.
The Rise of CGI in Visual Storytelling
For decades, traditional photography workflows dominated industries like furniture and home goods, providing the visual content that customers relied on for purchase decisions. However, as the demand for more variety and faster content grew, the limitations of physical studios, the high costs of product transportation, and the extensive time required for post-production became significant barriers to efficiency. This is where CGI stepped in to revolutionize the process.
Mike Festa, CTO of SuperDNA 3D Lab, explains that the limitations of physical studios, the high costs of product transportation, and the extensive time required for post-production have long hindered efficiency. CGI has fundamentally changed this dynamic, removing these barriers and unlocking new possibilities in visual content creation. This was one of many takeaways in a video interview between Festa and Geoffrey Mark, former director of CGI at Crate & Barrel (full video embedded below).
Reflecting on his work at Crate & Barrel, Mark also recalls the genesis of the company’s CGI strategy: “We started because we simply didn’t have the photographs for certain product variations. Customers would see ‘photo not available’ on custom upholstery items, which was unacceptable.” The solution was straightforward yet revolutionary: create high-quality CGI assets to bridge the gap.
Not only did this new approach eliminate the need for physical photo shoots, but it also unlocked possibilities unimaginable in traditional workflows. “Reusable virtual sets, digital props, and on-demand adjustments became the norm,” Geoffrey adds.
CGI: No Longer Just an Alternative
The evolution of CGI over the last decade has been staggering. Once limited to specific use cases, it is now a staple of large-scale e-commerce. “In the early days at Wayfair,” Festa shares, “we played a game called ‘real or CGI?’ and most people couldn’t tell the difference. That was the moment we realized we could scale this.”
CGI and 3D content offer something photography never could: limitless adaptability. Companies like Crate & Barrel utilized CGI not only for photorealistic renderings but to explore lifestyle scenarios in virtual locations without shipping a single piece of furniture. Mark explains, “Whether it’s e-commerce or catalog work, you can create virtual scenes anywhere in the world, saving time and cost.”
Blending Creativity with Automation
One of the key insights from Geoffrey’s experience is the need to balance creative craftsmanship with scalable automation. “On one side, you have the artistry—creating lifelike textures and realistic lighting. On the other, you need to automate processes for scale, especially when dealing with thousands of SKUs,” Geoffrey explains.
For retailers looking to enter the CGI space, Geoffrey advises focusing first on tasks that photography cannot achieve, like supporting custom upholstery programs. “There’s no way to physically photograph millions of combinations. CGI makes that possible—and profitable,” he notes.
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The Future with AR and Configurators
The future of visualization lies in customer interactivity. Augmented reality (AR) and product configurators are becoming essential tools, enabling consumers to visualize products in their own spaces with precision.
“Dynamic AR configurators allow customers to see how a storage ottoman opens or a sofa bed unfolds,” Festa explains.
However, adoption has been slower than expected. As Geoffrey notes, “Despite the ubiquity of mobile devices, AR engagement rates in e-commerce remain relatively low. The challenge is in marketing these features effectively and ensuring they provide real value during the customer journey.”
To solve this, companies are experimenting with dynamic features, better messaging, and integrating 3D workflows earlier in product development.
“Imagine having your 3D assets ready before production even starts,” Mike suggests. “You could take pre-orders, gauge customer interest, and streamline marketing timelines.”
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Overcoming Hurdles
One of the greatest challenges in scaling CGI lies in data and asset management. “When you’re working with thousands of 3D assets, having a robust, cloud-based DAM (Digital Asset Management) system is critical,” Geoffrey emphasizes.
Equally important is finding the right talent and tools. “Different artists excel in different areas—some are great at geometry and modeling, others at textures and lighting,” Geoffrey says. He advises businesses to test vendors and partners extensively and invest in long-term relationships with providers that can meet diverse needs.
AI Strengthening CGI, Not Replacing It
As artificial intelligence reshapes industries, it’s also making its mark in CGI. Tools like AI-driven rendering and generative design are helping to speed up workflows.
“AI enables us to add lighting, shadows, or variations to a scene in seconds—tasks that would have taken hours manually,” says Festa. However, both Geoffrey and Mike emphasize that AI is not a cure-all.
“It’s a powerful tool for boosting efficiency, but it can create unexpected artifacts if not carefully managed,” Geoffrey notes. “The key is understanding when to trust AI and when the human touch remains irreplaceable.”
A Glimpse into the Future
As the demand for immersive digital experiences grows, the potential of 3D visualization continues to expand across various industries. With technological advancements reshaping how businesses engage with customers, the role of 3D content is set to evolve in ways that go beyond traditional marketing strategies.
Looking ahead, Geoffrey envisions a future where 3D visualization extends far beyond marketing. “We’re heading toward a world where 3D assets are integrated throughout the entire product lifecycle—from design to customer engagement,” he predicts.
Mike shares this outlook, stressing the need to create demand for 3D content. “As interfaces become more immersive and consumers expect 3D-first experiences, traditional 2D photos will no longer suffice. Businesses must begin building these capabilities now to stay ahead.”
Header image credit: Toa Heftiba on Unsplash
SuperDNA 3D Lab is a full-service 3D solutions provider. It creates 3D content, distributes it across various channels, and manages it in its own cloud servers for elevated eCommerce and other endpoints.
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