Adobe urges businesses to prepare for Metaverse

Adobe Says it’s Time to Prep for Metaverse

Lara Raven

Lara Raven

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Adobe’s Chief Product Officer, Scott Belsky, recently urged businesses to start creating immersive and engaging 3D content for the metaverse.

Belsky said that what we now call the metaverse has already existed for quite some time as collections of immersive experiences.

He added that for these experiences to be called “metaverse”, there needs to be a collaborative and synchronous experience.

He went on to explain his company’s metaverse strategy and the need for others to enter the virtual space too.

Although he seemed eager to point out that Adobe has always been creating tools to create 3D objects and spaces, he seemed to miss the point about the metaverse on a few basic things.

Belsky, like many others in the tech world, still believes that we are in a pre-metaverse situation, and the “real metaverse” is yet to come.

However, insiders would know that the metaverse has already arrived, and existing virtual platforms such as Decentraland and The Sandbox stand as testimonies to this simple fact.

To fully understand what Belsky said, it is prudent to put things into perspective.

Is Adobe’s Eagerness a Little Dated?

To assess Belsky’s comments fairly, one needs to understand that most companies are yet to create any sort of immersive 3D content.

Only a handful of companies from each industry sector has tried their hands at developing 3D spaces to engage their target audiences.

For example, only HSBC and JP Morgan & Chase are recognizable banks that have entered the metaverse in recent weeks and months.

Similarly, one can count the number of artists who are currently creating creative content on the metaverse. A few examples include Snoop Dogg, Steve Aoki, and Deadmau5 among others.

While the banks have used blockchains and cryptocurrencies to authenticate and verify transactions and ownerships, artists have used non-fungible tokens (NFTs) to do the same.

In other words, the building blocks of the metaverse already exist. These building blocks include augmented and virtual reality technologies (AR & VR), NFTs, cryptocurrencies, and blockchain technology.

With 5G rolling out soon, metaverse makes a lot more sense as people will be able to access rich and immersive content on compatible devices.

With this in mind, Belsky’s eagerness to urge other companies to get into the metaverse and create 3D content is relevant, but a little dated.

The reason is, such content already exists, and the so-called “pre-metaverse phase” has now transformed into the metaverse as we know it on Decentraland and The Sandbox (among many other similar platforms).

Metaverse is Here, and It is Real

The idea that the metaverse is still an idea is far from actual reality. Most companies have already begun to launch immersive content on the metaverse.

Virtual real estate has risen in value, and companies, individuals, and speculators have begun to invest in plots on the metaverse thus far.

Belsky himself explained that the pandemic has hastened the process of metaverse adoption. He gave the example of live photoshoots becoming impractical and untenable during the pandemic.

Belsky explained that businesses used photorealistic models to digitally render their products to their audiences.

In other words, Belsky himself admitted that the metaverse is here and that companies have been developing content for it for quite some time now.

For him to urge businesses to create immersive and 3D content for the metaverse is not out of place. It is quite the market reality at the moment.

However, what feels dated is that he urges companies to create such content for a hypothetical metaverse that might arrive sometime in the future.

The reason is, the metaverse is already here, and companies should most definitely start creating content for it with great exigency.

Adobe Already has Tools to Create 3D Content for the Metaverse

Although Belsky’s urging sounds dated, Adobe’s tools are very much in line with what is required to create content for the metaverse.

Here are some Adobe products that can help businesses to arrive on the metaverse.

  1. Substance 3D This consists of a set of tools to create 3D content. These tools are cloud-enabled, and help companies to create engaging and immersive 3D content.
  2. Substance 3D Modeler An app that is set to be launched later this year. One does not need any development or technical knowledge to create 3D content on the app, making it truly democratic.
  3. Aero This is Adobe’s answer for creating augmented reality (AR) experiences.
  4. Photoshop Shortly, Adobe plans to let artists create and mint NFTs right within the app.


In short, Adobe already has tools for businesses to create 3D content for the metaverse. The company is working on better applications and features for making it easy to create immersive 3D content.

Scott Belsky correctly urges businesses and companies to start creating 3D content for the metaverse.

However, the company’s Chief Product Officer could have observed the metaverse scenario closely and admitted that it is already here, instead of urging companies to prepare for something that might arrive in the future.


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