Article by Abhay Parasnis, Adobe CTO & EVP
Augmented reality (AR) is poised to change everything from the way we express ourselves to how we experience the world around us. Freed from the boundaries of the screen, AR literally transforms the entire world to a digital stage.
Whether you are a creative professional looking to take your artistic expression from beyond the screen, or a major enterprise looking to completely reimagine how customers interact with your brand and product experiences, we believe AR has the potential to be a true game changer.
However, while the creative community has been hearing about the potential of new immersive platforms, it’s been out of their reach. Each of these platforms requires fundamentally different skillsets, with entirely new developer tools, programming languages and runtimes.
For AR to truly go mainstream – there’s a need to solve both sides of the equation – authoring and delivery – within a consistent immersive design platform. And that’s exactly what we plan to do.
I am excited to share more details about our vision and strategy for Project Aero, an integrated platform for AR, and also announce the official roll-out of the private beta. Our goal with Aero is to establish a new discipline for immersive design – blending the digital and physical worlds to empower creatives to easily craft high-quality AR experiences.
This is just the first step in this journey and represents the start of our broader commitment to the new medium of AR experiences:
From retail to entertainment to hospitality to travel and beyond, AR has the potential to transform and completely reimagine customer experiences. Adobe has always been a company that has embraced new storytelling mediums.
Whether it’s print, PC, web or mobile shifts, we’ve always looked around the corner and built creative platforms for the future. We believe we’re now at a similar inflexion point with AR as the next breakthrough medium.