3D commerce continues to evolve, reshaping digital experiences for brands and consumers alike. But how is this playing out today? What are the directional headings in 3D commerce, standardization, and the future of digital retail experiences? These questions were tackled in a recent episode of The Future Of podcast, featuring London Dynamics Chief Creative Officer Dan Frith (video and summarized takeaways below).
Pioneering the 3D Transformation
Frith’s career spans decades, from early CGI work in films and video games to leading IKEA’s 3D department. At IKEA, Frith played a pivotal role in transitioning product visualization from traditional photography to scalable, real-time 3D models. This shift was not just about cost savings—it was about creating consistent, high-quality visuals that could be repurposed across platforms.
“The big advantage of 3D,” Frith explained, “is the ability to standardize visuals across different viewing environments. Whether you’re using Safari, Chrome, or a mobile app, a product should always look the same. That level of consistency is what makes 3D commerce scalable.”
The transition from traditional photography to 3D also enabled IKEA to reduce material waste and improve sustainability. Instead of setting up elaborate photoshoots, the brand could now create reusable digital assets that could be adjusted and repurposed endlessly, further proving the efficiency of 3D commerce.
Standardization & The Role of Kronos
Frith serves as Chair of the 3D Commerce Working Group at the Kronos Group, an industry consortium focused on creating open standards for graphics and compute applications. The group has been instrumental in advancing glTF (Graphics Language Transmission Format) and PBR (Physically-Based Rendering) standards, ensuring that 3D assets are optimized for real-time applications.
“Standardization is the key,” Frith emphasized. “glTF and PBR ensure that a product—a chair, a bike, or a piece of gym equipment—looks identical across all digital platforms.”
This push for standardization has been crucial in the broader adoption of 3D commerce. By ensuring that 3D assets are consistent and easily transferable across platforms, brands can implement immersive shopping experiences without extensive customization.
Real-Time 3D vs. Rendered Images
One challenge the industry faces is the balance between real-time 3D and pre-rendered images. While real-time 3D is more interactive and scalable, some brands hesitate due to concerns over visual fidelity. Frith believes the solution lies in refining tone mapping, material compression, and rendering fidelity to bridge the gap.
“Many companies want to return to pre-rendered images because they’re not getting the results they expected from 3D models. But the issue isn’t with 3D—it’s with how those models are authored and optimized,” he explained. Recent advancements in PBR-neutral tone mapping have helped brands achieve richer, more lifelike colors, making real-time 3D a more viable solution.
Frith also highlighted the benefits of real-time rendering in user engagement. Interactive 3D experiences allow consumers to personalize products, such as selecting different colors and materials, leading to higher conversion rates and improved customer satisfaction.
The Future of 3D Commerce: AI, Apparel, and Beyond
Looking ahead, Frith sees AI-driven 3D asset creation and apparel visualization as two major growth areas. The apparel industry, in particular, faces unique challenges in digital representation, from accurate fabric physics to customizable fit options.
“Fashion brands want their digital garments to drape, stretch, and move like real-world clothing,” Frith noted. “We’re working on solutions that integrate AI and procedural geometry to make that possible.”
Another exciting frontier is Gaussian splats and displacement mapping, which could revolutionize how textures and details are rendered in real-time. These technologies, combined with better compression algorithms like Draco and KTX, will push the limits of what’s possible in 3D commerce.
AI is increasingly being used in 3D asset creation, but its current capabilities fall short for 3D commerce. While machine learning can generate 3D models from 2D images, these models often lack the precision and accuracy needed to match real-world products. For 3D commerce, where exact replication is crucial, AI-generated assets still require significant refinement to meet industry standards.
Expanding Beyond Retail: The Role of 3D in Different Sectors
While retail remains the primary driver of 3D commerce adoption, Frith pointed out that industries such as automotive, medical, and industrial manufacturing are also investing heavily in 3D technologies.
“Every industry has unique use cases for 3D,” he explained. “Automotive companies need high-fidelity digital twins for virtual showrooms, while the medical industry uses 3D models for surgical planning and training.”
The flexibility of 3D technology makes it a valuable tool across multiple domains, further highlighting the importance of standardization and accessibility in the industry.
Get Involved in Shaping the Future
As 3D commerce continues to evolve, Frith encourages more companies to join the conversation. The Kronos Group has introduced a new, more accessible membership model, making it easier for brands—especially those in apparel and retail—to contribute to the development of industry standards.
“If you’re in 3D space, now is the time to get involved,” Frith concluded. “Whether it’s through Kronos or collaborations like London Dynamics, shaping the future of 3D commerce is a collective effort.”
Frith also emphasized the importance of education and collaboration in driving innovation. Companies looking to implement 3D solutions should actively engage with industry groups, attend conferences, and invest in training their teams to maximize the benefits of 3D commerce.
Final Thoughts
The future of 3D commerce is bright, with continuous advancements in rendering, AI, and standardization paving the way for broader adoption. As brands and industries embrace digital transformation, those investing in 3D technologies today will be best positioned to lead in the immersive commerce landscape of tomorrow.
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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