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the brand itself is becoming the media and the products are our media

💨 tl;dr

Cory Grenier from Genie talks about using immersive 3D tech for personalized virtual try-ons, focusing on speed, realism, and privacy. With AR mirrors and web AR, retail is shifting to omni-channel experiences, catering to changing consumer preferences post-COVID.

💡 Key Ideas

• Cory Grenier from Genie emphasizes personalizing digital advertising using immersive 3D technology for true realism in virtual experiences.
• Genie’s web-based virtual try-on technology focuses on full-body tracking, aiming for quick load times and avoiding major hardware requirements.
• Key challenges include ensuring tracking accuracy, latency, and privacy compliance, especially with biometric laws like GDPR.
• Virtual try-ons are ideal for soft goods, particularly jewelry, to build consumer confidence and reduce return rates.
• AR mirrors are seen as a gateway for immersive retail experiences, enhancing consumer engagement and showcasing 3D personalization.
• The shift to omni-channel experiences is crucial, allowing a single 3D model to be used across multiple platforms.
• Post-COVID, consumer preferences are changing, with many preferring virtual try-ons over in-store experiences.
• Web AR is viewed as the future, enabling broader access and faster updates compared to traditional app stores.
• Personalization through AI and contextual storytelling is essential to modernize the outdated e-commerce experience.

🎓 Lessons Learnt

• Personalization is Key: Using technology to tailor experiences and ads to individual users boosts engagement and effectiveness in retail.

• Speed Matters: Keeping loading times under 1.4 seconds is essential for maintaining user interest in virtual try-on experiences.

• Realism is Crucial for Luxury Brands: High-quality, realistic 3D models are vital for luxury items to maintain customer trust and interest.

• Focus on Full-Body Mapping: Providing a comprehensive virtual try-on experience that addresses the entire body can attract a wider customer base.

• Cross-Disciplinary Collaboration is Valuable: Combining expertise from tech, graphics, and art enhances the quality of virtual solutions.

• Quality Representation vs. Attention Span: Luxury retail requires a balance of high-quality visuals that cater to short attention spans for effective engagement.

• Engagement through Interaction: Creating interactive ad experiences increases user enjoyment and makes ads feel integrated into the narrative.

• Transparency in Data Handling Builds Trust: Clearly communicating how user data is handled helps reassure customers about their privacy.

• Different Markets Require Tailored Solutions: Technology must cater to diverse market segments, adjusting features and pricing accordingly.

• AR as a Feature, Not a Product: Augmented reality should enhance experiences rather than be treated as a standalone product.

• Leverage Web AR Potential: Web AR allows for flexible updates and applications, making it a powerful tool for businesses.

• Invest in a Unified Digital Experience: A consistent omnichannel experience reinforces brand visibility and enhances customer engagement.

• Adapt to Changing Customer Preferences: Innovate with technology like virtual try-ons to cater to customers who prefer not to try on clothes in-store.

• Enhance Physical Shopping Experiences: Create immersive environments that enrich customer experiences beyond basic e-commerce setups.

🌚 Conclusion

The future of retail lies in blending technology with personalization, ensuring quick, realistic experiences that build trust and engagement. As consumers lean towards virtual try-ons, businesses must adapt to enhance both online and in-store shopping.

In-Depth

All Key Ideas

Genie and the Future of Digital Advertising

• Cory Grenier, CEO and co-founder of Genie, discusses the goal of personalizing the world through technology in advertising.
• The current state of digital advertising features limited formats, and there's a push for more immersive and interactive experiences using 3D technology.
• Genie’s technology allows users to experience products in true realism and detail, transforming ads to make them personal to the user.
• The technology is web-based, requires no app download, and can be accessed easily through any browser.
• The focus of Genie is on full-body tracking, enabling detailed and accurate virtual try-ons for various products.
• Key challenges in virtual try-on technology include latency, tracking accuracy, and the quality of 3D models.
• Genie aims for quick load times (under 1.4 seconds) to ensure user retention during the virtual try-on experience.

Key Challenges and Trends in Digital Retail and Advertising

• The challenge of high-quality representation in luxury retail versus short attention spans and load times.
• The evolution of AR advertising and its integration with social media, where brands become the media themselves.
• Privacy issues complicate the adoption of virtual try-on technologies.
• Existing digital screens in malls are underutilized, primarily tracking foot traffic instead of enhancing user engagement.
• Technology can create immersive experiences without requiring major hardware changes or app downloads.
• The importance of user permission in augmented advertising experiences.

Data Privacy and Technology in Virtual Try-Ons

• The importance of data privacy and compliance with biometric laws like GDPR and California privacy laws in the context of virtual try-ons.
• The client's side processing of the try-on event ensures that no video content is transmitted back to servers, reducing privacy risks.
• Technology adoption can be hindered by social and legal issues, not just technical limitations.
• Cultural perceptions of technology, such as smart glasses, have evolved over time, leading to greater acceptance of privacy compromises for convenience.
• Genie’s technology does not collect biometric information or track users by default, focusing only on detection points of the body without identifying personal characteristics.

Virtual Try-On Technology Insights

• Existing models for tracking technology have relied on OpenCV and incremental refinements, but true advancements require reinventing with fundamental mathematics and specialized applications.
• Virtual try-on technology can be applied to a wide range of soft goods, including apparel and accessories, with a focus on accurate 3D modeling.
• Jewelry is a strong market for virtual try-on due to high average sale prices, which necessitate consumer confidence to reduce return rates.
• Different pricing tiers exist for virtual try-on solutions, accommodating both luxury brands and smaller businesses with specific product categories like eyewear.
• Augmented reality (AR) is viewed as a feature rather than a primary product, with a focus on integrating AI technology for enhanced consumer experiences.
• Virtual fitting room experiences can be enriched by contextualizing products within appealing settings, enhancing storytelling around usage scenarios.

AR and Retail Technology Insights

• AR mirror retail experiences were expected to arrive sooner than driverless cars, highlighting the rapid advancement of technology.
• The push for advanced AR experiences in retail is changing advertising and brand involvement.
• The speaker's background in hardware and manufacturing informs their vision for bringing futuristic experiences into stores.
• The transition to smart glasses has been slower than anticipated due to a focus on technical aspects over fashion and practical applications.
• Web AR is seen as the future, enabling faster updates and broader access compared to traditional app stores.
• The browser is conceptualized as an operating system, with potential advancements in web neural networks enhancing performance.

AR Mirrors in Retail

• AR mirrors are a gateway for immersive and personalized experiences in retail environments like cinemas, malls, and airports.
• The development of AR mirrors focuses on solving consumer problems and enhancing their lives, rather than competing with major hardware companies.
• The strategy involves showcasing 3D personalization in retail to leverage experiences and case studies globally.
• There’s a significant opportunity to enhance digital cultural routines through AR technology, as 70% of Americans haven't experienced it yet.
• Personalization is key in utilizing AI engines, which should start from the physical product’s CAD files to ensure brand accuracy.
• The current e-commerce experience is outdated, resembling thumbnails from the 90s, and lacks the immersive elements of physical retail spaces.

Digital Retail Strategies and Trends

• The goal is to create a consistent omni-channel experience, making digital interactions simple and effective, akin to the in-store experience.
• The strategy involves creating a 3D model once and using it across various channels, enhancing the reach and effectiveness of digital content.
• The concept of a universal digital currency, represented by the glb format, is likened to Bitcoin or Ethereum, aiming for widespread content distribution.
• There is a shift in consumer behavior post-COVID, with around 20% of people preferring not to try on clothes in-store, indicating a need for innovative solutions.
• Visionary brands like VF are exploring outward-facing mirrors for virtual try-ons, enhancing customer engagement while on the street.
• The power of 3D and personalization in retail is emphasized as a means to attract customers and improve their shopping experience.

All Lessons Learnt

Key Insights for Virtual Try-On Solutions

• Personalization is Key: Leveraging technology to create ads that are not just about the product but transformatively become about the user enhances engagement and effectiveness.
• Speed Matters: Loading time is critical; if a virtual try-on experience takes longer than 1.4 seconds, users are likely to drop off, so minimizing latency is essential.
• Realism is Crucial for Luxury Brands: Achieving high levels of realism in 3D models is important, especially when serving luxury brands, to maintain customer interest and trust.
• Focus on Full-Body Mapping: Addressing the entire body rather than just specific areas (like shoes or eyewear) can provide a more comprehensive and engaging virtual try-on experience, appealing to a wider range of customers.
• Cross-Disciplinary Collaboration is Valuable: Combining expertise from different fields such as technology, 3D graphics, and art can enhance the quality and effectiveness of virtual try-on solutions.

Key Trends in Luxury Retail Advertising

• Quality Representation vs. Attention Span: In luxury retail, it's crucial to maintain high-quality visuals while also catering to short attention spans. This balance is essential for effective virtual try-ons.
• Brand as Media: Brands now have the power to act as media themselves, leveraging their reach and nostalgia to engage customers. This shift means products can be used creatively in advertising to tell stories.
• Privacy Concerns in Augmented Experiences: Gaining user permission for augmented experiences is critical. Brands must consider privacy issues when implementing technology that interacts with users without explicit consent.
• Utilization of Existing Technology: Many existing screens in public spaces have underutilized capabilities (like cameras). By showcasing how these can be transformed into immersive advertising experiences, companies can unlock their potential without significant technological changes.
• Engagement through Interaction: Creating interactive ad experiences, rather than passive consumption, can significantly enhance user engagement and enjoyment, making ads feel like part of the narrative rather than just promotional content.

Key Considerations in Technology and Data Privacy

• Be aware of data privacy laws. Understanding biometric information laws, like GDPR and privacy regulations in states like Illinois and New York, is crucial when developing technology that uses personal data.
• Technology adoption can face social and legal hurdles. Sometimes, the biggest barriers to new tech aren't technical but are rooted in public perception and legal implications.
• Perception of technology changes over time. People can become more comfortable with tech advancements, like smart glasses, as they see their practical applications and benefits, which can shift societal norms.
• Transparency in data handling builds trust. Clearly communicating that your technology does not collect or transmit biometric data can reassure users and clients about their privacy.
• Customization may require disclaimers. If brands want to track user data, it’s important to provide clear disclaimers about what data is being tracked and how.

Key Insights for Augmented Reality in Retail

• Go Back to Basics for Accuracy: Reinventing existing models with a focus on foundational math and original purpose-driven applications leads to higher accuracy in tracking technology.
• Confidence is Key for High-Value Products: For luxury items, providing virtual try-on options boosts consumer confidence, reducing returns and encouraging purchases.
• Different Markets Require Tailored Solutions: The technology needs to cater to various market segments, from high-end luxury brands to smaller businesses, requiring different pricing and feature sets.
• AR is a Feature, Not a Product: Augmented reality should be viewed as a tool to enhance experiences rather than a standalone product that brands need to prioritize.
• Leverage Context for Storytelling: Brands should use virtual fitting experiences to tell their product stories in relevant contexts, enhancing customer engagement and emotional connection.

Key Insights for the Future of Retail Technology

• Embrace Technological Evolution: The rapid advancement in AR and AI technology signifies that the future of retail will be heavily influenced by immersive experiences, much like those imagined in sci-fi films.
• Focus on Physical Design: Transformational products tend to be tied to physical objects that enhance life quality, highlighting the importance of well-designed, elegant devices in tech innovation.
• Understand Manufacturing Processes: Gaining experience in manufacturing, especially in international settings, provides crucial insights into scaling and shipping products effectively.
• Balance Tech with Fashion: For wearables to succeed, companies must not only focus on the technical aspects but also prioritize the fashion element and identify the killer applications that drive user adoption.
• Leverage Web AR Potential: Web AR offers a more flexible and immediate way to publish updates and applications compared to traditional app stores, presenting a powerful tool for businesses.
• View Browsers as Operating Systems: The browser's evolving capabilities are making it a central interface for future applications, indicating a shift in how services will be accessed and utilized.

Marketing Strategies for AR in Retail

• Embrace AR Mirrors for Retail: AR mirrors can provide immersive and personalized experiences in retail settings, enhancing customer engagement where they are, like malls or airports.
• Focus on Problem-Solving: When marketing new tech, it’s essential to communicate clearly how the device solves a problem or improves life, rather than just its price or specs.
• Leverage Local Manufacturing: Working with local manufacturers can help create jobs and support the economy, especially when scaling production.
• Utilize Existing Hardware: The AR experience can be extended to any device with a camera and browser, making it accessible and scalable across various screens.
• Collaborate to Drive AR Adoption: The industry should work together to increase AR experiences for consumers, as many have not yet interacted with this technology.
• Personalization is Key: The future of retail and AI is about using personalization to connect with customers more effectively, moving beyond traditional text interactions.
• Enhance Physical Shopping Experiences: Retailers should aim to create richer, more immersive shopping environments that go beyond basic e-commerce layouts, enriching the customer experience.

Digital Experience Strategies

• Invest in a unified digital experience: To enhance customer engagement, brands should create a consistent omnichannel experience that allows users to interact with the same 3D model across various platforms, reinforcing brand visibility.
• Make the most of digital content: By digitizing products only once and using that content everywhere, brands can maximize their return on investment and ensure their products are seen by a wider audience.
• Adapt to changing customer preferences: With a significant percentage of customers preferring not to try on clothes in-store post-COVID, brands should innovate by using technology like virtual try-ons to cater to these shoppers.
• Utilize outward-facing technology: Implementing virtual mirrors or displays that showcase products to passersby can attract customers, especially in unfavorable weather conditions, by creating a compelling visual experience.
• Leverage personalization: Personalizing the shopping experience through 3D visualization can significantly enhance customer satisfaction and drive sales, as it allows consumers to envision themselves in the products.