Adobe positions shared immersive experiences and metaverses as the next wave of digital interaction, spanning shopping, training, culture, and collaboration. The company highlights the need for open standards, content authenticity, and accessible 3D creation to build trust and scale adoption. Adobe tools like Substance 3D, Aero, Photoshop, and Illustrator already drive immersive content, while Experience Cloud, AEM, and Workfront enable commerce, delivery, and co-creation. The paper urges brands to get metaverse-ready by investing in 3D content now, building asset libraries, and experimenting to accelerate design, marketing, and customer engagement in immersive environments.

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