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Delving Into The Wonder That is 3D Realism

A couple of weeks ago, the release of Nike’s Air Shoe video made headlines. The shoe in question was not a real shoe but just a 3D AR object which would make the viewer believe it was a real shoe. London-based, M-XR Studio, company which made this video, makes 3D Realism a reality. What made the shoe seem so real was the light which was falling on it and the fact that it moved when the camera moved. There was, of course, a whole lot of attention the texture of the shoe as well.

Till date, AI has helped brands drive sales with personalized recommendations on e-commerce portals, but what has been missing is the touch and feel of the products people want to buy. But Augmented Reality and 3D Realism give customers more confidence in buying a product. Currently, on e-commerce portals people can see products from a selected few angles through pictures or videos available on these websites. Once the same products are seen using AR, the customers are more likely to keep the product and not return it as the reality meets expectations while using AR. Rather than just browsing images people can see thread-level detail, accurate depth, accurate diffuse and specular maps. In the future this tech can also help people visit a place they can’t visit for several reasons. These realistic 3D models have been made possible with the company’s proprietary precision scanning system. With the use of machine learning and custom optics, they “extract a full range of material properties, such as diffuse, specular, roughness, IOR and transparency”. Besides, customers can ‘feel’ these objects too, as these models reacting to light in the right manner.

M-XR studio was set up with the aim of changing how people would interact with the 3D world in the times to come. This tech can be applied to gaming, films, as well as visual effects. They are currently focussing on using AI to create tools which can automate a big part of the creation process of 3D realism.

Like it or not AR in products is here to stay. Experts are betting on AR helping in reducing weight, especially in the fashion industry whose future lies in more customized clothing which can be seen instantly using the latest tech. Start-ups can make use of this tech by showcasing products using AR. The possibilities are endless with them having a virtual store for the world to come and see.

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wasim basir

marketing, board member

It’s most obvious in the digital media space, from click buys to personalized web experiences. For marketing, the AI journey has just kick-started, while in the tech sector it has been applied for a while now. We are still at an early stage where inroads are being made into AI content via chatbots and even some explanatory content creation but what will make anyone jump up and embrace it is when we will start seeing a lot of mainstream content being created by AI.

rich arnold

board member

Prior to joining Infinite Analytics, Richard served as the CFO of CrowdFlower, COO and CFO of Phoenix Technologies, as a member of the board of directors and chairman of the Audit Committee at Intellisync, and previously as CFO and executive vice president strategy and corporate development at Charles Schwab.

pravin gandhi

board member

Pravin Gandhi has over 50 years of entrepreneurial operational and investing experience in the IT industry in India. He was a founding partner of the first early stage fund India - INFINITY. Subsequently a founding partner in Seedfund I & II. With over 18 years of investing experience, he is extensively well networked in investment and entrepreneurial scene and is an active early stage angel investor in tech & impact space. Pravin holds a BS in Industrial Engineering from Cornell University, and serves on the board of several private corporations in India. He is on the board of SINE, IIT Mumbai Incubator.

Purushotham Botla

co-founder & cto

Puru has his Masters in Engineering and Management from MIT. Prior to MIT, he worked with Fidelity Investments building electronic trading products and high volume market data processing applications. He has completed his BE from VJTI, Mumbai.

deb-roy

Deb Roy

Executive Director, MIT Media Lab

Deb Roy is Professor of Media Arts and Sciences at MIT where he directs the MIT Center for Constructive Communication, and a Visiting Professor at Harvard Law School. He leads research in applied machine learning and human-machine interaction with applications in designing systems for learning and constructive dialogue, and for mapping and analyzing large scale media ecosystems. Deb is also co-founder and Chair of Cortico, a nonprofit social technology company that develops and operates the Local Voices Network to surface underheard voices and bridge divides.

Roy served as Executive Director of the MIT Media Lab from 2019-2021. He was co-founder and CEO of Bluefin Labs, a media analytics company that analyzed the interactions between television and social media at scale. Bluefin was acquired by Twitter in 2013, Twitter’s largest acquisition of the time. From 2013-2017 Roy served as Twitter’s Chief Media Scientist.

Erik Brynjolfsson

Board Member

Erik Brynjolfsson is the Jerry Yang and Akiko Yamazaki Professor and Senior Fellow at the Stanford Institute for Human-Centered AI (HAI), and Director of the Stanford Digital Economy Lab. He also is the Ralph Landau Senior Fellow at the Stanford Institute for Economic Policy Research (SIEPR), Professor by Courtesy at the Stanford Graduate School of Business and Stanford Department of Economics, and a Research Associate at the National Bureau of Economic Research (NBER).

Akash Bhatia

Co-Founder and CEO

Akash co-founded IA while studying for his MBA from MIT. Prior to MIT Sloan, he co-founded Zoonga. Before this, Akash was an engineer with Oracle in Silicon Valley. He has completed his M.S from University of Cincinnati and B.E from the College of Engineering, Pune.