Start generative Metaverse creative. With Adobe Substance 3D.

Published: June 13, 2022

min read

Adobe recently announced major updates to Substance 3D allowing developers to improve the immersive experience.

"By expanding their 3D and immersive content creation capabilities, smart brands are becoming metaverse-ready. That means creative artists with 3D expertise have a plethora of options," said Scott Belsky, chief product officer and executive vice president of Adobe Creative Cloud.

Adobe Substance 3D is a collection of tools and services to create 3D content from start to finish. It has applications to create, capture, and texture 3D assets, compose and render 3D scenes.

Substance 3D updates:

Substance 3D Materials SDK-The new Substance 3D Materials SDK lets developers write their own plugins using Substance 3D Material & Model engines inside other applications.

Apple M-series chips support - Substance 3D tools- Painter, Designer, and Sampler- now have native Apple M-series chip support.

New Plugins- The Substance Materials Plugin in Photoshop is now available in Illustrator. The latest update to the Substance 3D Plugin for Unity, a real-time 3D development platform, helps creators load, apply, and modify straight inside the Unity engine.

Adobe Research innovations showed ways to design, create, and deliver realistic immersive experiences. In addition, it showcased how top brands using Substance 3D tools create unique customer experiences.

Adobe Research and Adobe Commerce released new AR and 3D shopping tools. Customers can scan products with mobile devices and access personalized shopping insights, price comparisons, reviews, and product details.

According to Adobe, the use of Substance SD tools has doubled over the year, with over hundreds of thousands of monthly active users. Adobe intends to give teachers and students free access to Substance 3D applications. They are already free for universities subscribing to the Creative Cloud All Apps plan.

Our Point Of View:

Adobe is ubiquitous in the creative digital world. Consider the combined power of Substance 3D Materials SDK and Substance Materials Plugin in Photoshop.Designers, illustrators and UX professionals will expand their creative canvas and content creation capabilities. More marketers will experiment with new immersive communication and marketing initiatives, using this as a testing ground to design marketing campaigns for the metaverse.

The AR and shopping tools will help customers make better in-store purchasing decisions. This is an opportunity for marketers to boost the quality of customer experience.

It’s also a challenge. Brands will need to align their entire digital presence and re-think their positioning. Come up with a one-point idea to grab the attention of the mobile toting, internet savvy, spoiled-for-choice but aware customer. And a tiny window to do it in. (Al Ries is dead. Long Live Al Ries!)

The probably unintended but Oh! so welcome collateral from market-research-on-the-fly shoppers is customer data enrichment. Marketing Analytics will provide exciting new insights from capturing the purchasing process.


Pete Johnson

Pete is a MarTech expert guru with a knack for getting diverse MarTech solutions work for brands. He has a wealth of experience in working with a plethora of MarTech platforms that dive Personalized Omnichannel Experiences. When he's not at work, you can find him playing basketball or listening to jazz.


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