The Consumer Electronics Show 2024 is proving fruitful, with many leading immersive technology firms showing face and presenting innovative products ready to boost workplace operations with AR/VR/MR tools.
One such firm is NVIDIA. The firm is building a sturdy XR development and delivery framework to assist AR/VR/MR solution providers create immersive workplace applications. NVIDIA notes that a growing market for its Omniverse tool is the automotive industry, where RT3D content can bring value to multiple levels of a business’s operation.
At CES 2023 this week, NVIDIA unveiled several new project partners to launch the Omniverse platform to new levels of usability for automotive clients. NVIDIA is working with ITONE, Brickland, Configit, Katana Studio, WPP ZeroLight, and Lotus to secure this enterprise-facing vision.
The move allows NVIDIA to assist automotive firms in leveraging XR development tools to match auto industry use cases, notably customer experience and auto-configuration operations.
Securing a New Era of Customer Experience
The recent partnership announcement aims to promote the use of digital twins to improve the customer’s buying journey, especially for automotive purchases. By partnering with leading digital twin development firms, the Omniverse platform can now provide enhanced, high-quality renderings of products for use in an XR buying platform.
The toolkit provides enhanced AR/VR/MR content creation tools that allow marketing teams and brands to produce many immersive marketing materials, which NVIDIA explains boosts engagement through customised interactive content.
Digital twins are an increasing avenue of interest for brand and marketing teams; in theory, if a potential customer can place an augmented visualisation of a product in a real-world space, from furniture to a car, this may inform and encourage an individual to buy the item.
Using integrated XR features found on modern devices, buyers can use smartphone applications to view digital twins and place a product render in a real-world space. However, there are still pain points in this emerging use case, such as phones entering sleep mode [therefore interrupting XR applications] and leveraging a standardised file format.
Both hurdles, however, will seemingly be solved in the coming years. Purpose-built smart glasses will run digital twin services optimally without interruption, and NVIDIA’s chosen format, OpenUSD, is on its own journey to bring standardisation to digital twin services.
More than a Consumer Experience Solution
On the other hand, NVIDIA notes how its OpenUSD digital twins reach further than the consumer experience. The firm highlights how its recently optimised hardware, software, and partner ecosystem can also bring value to automotive-focused original equipment manufacturers (OEMs) and agencies.
OEM workers can leverage Omniverse to work on a digital twin of a piece of equipment or a product; with the most recent update, the firm provides a route that streamlines OEM access and requires less manual set-up procedures.
Omniverse aims to provide software developers and service providers with tools to streamline workflows via a unified asset pipeline. The pipeline also allows users to develop and interact with cutting-edge immersive content that does not compromise on quality when a user operates it on a lower-spec device.
Moreover, to contribute to Omniverse’s operational excellence, the platform’s integrated cloud service leverages the GDN, providing seamless XR interactive content delivery through a trusted steaming infrastructure for publishing and delivering XR content as a scale to various customers or workers.
NVIDIA says its Omniverse platform has the power to influence a “new era” of how the automotive industry approaches work and consumer engagement.
However, while the firm is currently working with automakers like Lotus, the reach of Omniverse’s optimised digital twin creation service can assist end users representing other sectors.
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