Amazon has inked a deal to give its sellers access to the 3D visualization platform Hexa, which will help merchants easily create 3D and augmented reality content for their Amazon product pages.
Hexa uses AI to create 3D content for brands based on 2D assets like product images or designs. Amazon sellers can now use Hexa’s technology to create high-fidelity 3D models of their products with AR compatibility. Then, the Amazon Web Services (AWS) spatial computing team and Amazon.com imaging teams can take those 3D assets and animate them to enable experiences like virtual try-on and 360-degree viewing. The new workflow is designed to be usable by all sellers regardless of their experience level with 3D or AR.
“Working with Amazon has opened up a whole new distribution channel for our partners,” said Gavin Goodvach, VP of Partnerships at Hexa in a statement. “Brands now have the ability to distribute 3D experiences and deliver high-quantity immersive shopping to Amazon’s global network of customers using Hexa’s proprietary content delivery network (CDN).”
While 3D and AR content has been shown to increase engagement and conversions and reduce returns, one of the biggest barriers for brands is the cost of creating the necessary 3D assets. Amazon is not alone in looking to solve this problem for its merchants: Snap, parent company of Snapchat, recently launched a white-label version of its AR and AI fit, sizing and try-on tech for retailers to use on their own websites. Additionally, both Snap and Google are investing in making the process of generating 3D imagery easier, cheaper and faster for brands. Snap is beginning to test a new technology that will create 3D models from 2D images, and Google is planning to roll out a tech that uses machine learning to create 360-degree spins of footwear using existing 2D imagery.
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