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On Tuesday, Adobe Inc. announced the launch of Project Sunrise, a tool designed to help e-commerce companies generate product images without having to pay for as many photo shoots. The tool will allow marketing teams to generate fresh variations of images from a three-dimensional model of products such as shoes, furniture, and kitchen gadgets, without the need for extensive photo shoots. This would enable marketing professionals to create the images they need for web pages and marketing emails more easily.
Project Sunrise is intended to straddle Adobe’s business of generating and editing images, as well as supplying technology tools for marketing and e-commerce. For e-commerce firms with thousands of products in their catalogs in different colors and finishes, highly realistic renderings have already overtaken traditional photos in many applications. However, creating renderings can still be a cumbersome and time-consuming process.
According to Francois Cottin, senior director of marketing for Adobe’s Substance 3D business, keeping up with making renderings has created a tremendous amount of work for e-commerce companies as marketing campaigns have become more tightly targeted. The new Adobe system automates many of the details that were previously done manually. For instance, an artist could create a 3D model of the basic model of a shoe, and the software could generate variations with different colors and textures, such as smooth leather or suede, and feed them into a website’s e-commerce system.
Cottin added that the platform is used by creatives on one side and by merchandisers and marketers on the other. With Project Sunrise, Adobe is looking to expand its presence in the e-commerce industry and provide e-commerce businesses with a more efficient solution for generating product images, allowing them to focus on their core business.
