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As the metaverse rapidly expands, major businesses and brands are picking up the tools needed to fill the virtual void and deliver immersive online experiences.

dobe, known for its photo- and video-editing software, released a “metaverse playbook” on Tuesday and announced partnerships with Coca Cola, NASCAR, Epic Games and NVIDIA on a range of metaverse-related projects. Adobe told CBS MoneyWatch that hundreds of brands are already using its existing 3D tools to create interactive content, adding that demand for tools used to create photorealistic replicas of their products grew 100% from a year ago. 

“We have a very diverse pool of customers, and they are all trying to establish their standard workflow to get to high fidelity digital goods,” said Stefano Corazza, head of augmented reality at Adobe. “The one thing they all have in common is the need for the creation of digital twins for all the goods that the brand is representing.” 

Source: CBS News

Date: April 7th, 2022

Link to article and 5 minute 12 second video:


  1. What do you think the timeline for your own adoption of the Metaverse is, and why is this?
  2. Which companies should be in the Metaverse right now, and which should wait, and why?

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