When Threedium first introduced its 3D and augmented reality (AR) solutions to luxury brands, many executives struggled to see their value beyond the novelty of Pokémon GO-style experiences. Fast forward to today, and 3D content has become a cornerstone of digital transformation for brands across industries.
This was one of many takeaways in a video interview between Mike Festa, CTO of SuperDNA 3D Lab, and Mike Charalambous, CEO and co-founder of Threedium (video embedded below).
From Skepticism to Mainstream Adoption
Over the past seven years, Charalambous has seen the industry transition from skepticism to widespread adoption, driven by technological advancements and shifting consumer expectations. According to Charalambous, brands are now viewing 3D and AR not just as engagement tools, but as essential components of their digital tech stacks.
The COVID-19 pandemic accelerated this shift, as brands had to find innovative ways to maintain customer engagement in an era where physical retail was limited. Today, digital product visualization, virtual try-ons, and AR-enhanced shopping experiences are no longer optional—they are becoming industry standards.
The Challenges of Early 3D Implementation
Despite its current momentum, the road to 3D adoption was not without challenges. Charalambous recalls early issues such as high memory leakage, slow loading times, and complex integrations that made it difficult for brands to implement 3D viewers on their websites.
However, advancements in WebGL technology and improvements in rendering quality have solved many of these pain points. Threedium focused on creating a seamless, mobile-friendly experience that could handle high-quality textures—such as glass, diamonds, and fur—without compromising performance. Their patented shaders now enable photorealistic product visualizations, which have been a key driver in attracting major enterprise clients.
The Evolution of 3D Use Cases
Beyond basic 3D viewers, brands are now leveraging 3D content in more sophisticated ways:
- Product Configurators: Consumers can personalize products in real time, selecting different colors, materials, and styles to create a tailored shopping experience.
- 3D Advertising: Interactive 3D ads have shown to double engagement rates compared to standard image and video ads. Threedium’s experiments with publishers like Financial Times have demonstrated significantly higher click-through rates.
- Digital Twin Infrastructure: Companies are now using 3D models not just for visualization, but for content creation, distribution, and analytics. Brands are integrating their 3D assets into marketplaces like Amazon and even virtual gaming environments, expanding their reach beyond traditional e-commerce.
Who’s Leading the 3D Revolution?
Luxury brands were among the first to recognize the potential of 3D content, given their need for high-end product visualization. However, adoption has since expanded to industries such as:
- Furniture & Homeware: 3D allows customers to see how products fit in their space, reducing returns and increasing purchase confidence.
- Consumer Electronics: Complex products can be better understood with interactive 3D views, highlighting features and functionality.
- Healthcare & Industrial Sectors: While traditionally late adopters, these industries are beginning to explore 3D for product demonstrations and training purposes.
Scaling from Niche to Necessity
As technology costs decline and AI-driven content generation improves, 3D content will continue expanding across industries. Charalambous predicts that by 2027, nearly every e-commerce site will feature 3D product visualization and AR shopping experiences. The transition from static 2D images to fully interactive 3D experiences will soon become the norm rather than the exception.
For brands hesitant to make the leap, Charalambous offers a clear warning: “If you don’t invest in 3D now, you risk falling behind. The flywheel effect has already started—brands are adopting 3D because their competitors are doing it.”
Future Vision
Looking ahead, the integration of AI and real-time rendering will push 3D content beyond simple visualization. Imagine a future where digital twins of products evolve dynamically, updating in real time based on consumer interactions and predictive analytics. Augmented reality will seamlessly blend with artificial intelligence, offering hyper-personalized shopping experiences that adapt to user behavior.
E-commerce is on the cusp of a digital revolution, and 3D technology will be its backbone. As virtual commerce, metaverse shopping, and immersive advertising continue to take shape, brands that embrace 3D today will be the pioneers of tomorrow’s digital economy. The question is no longer whether 3D will dominate, but how quickly brands can innovate to stay ahead of the curve.
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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