Infinite Reality Acquires Obsess to Revolutionize Ecommerce Experiences

January 29, 2025

Infinite Reality has recently announced its acquisition of Obsess, a platform renowned for creating interactive 3D digital stores and AI-powered virtual experiences, a move aimed at significantly enhancing customer engagement. This acquisition is particularly noteworthy as it follows Infinite Reality’s successful $3 billion fundraising effort, marking the company’s first such endeavor since raising substantial capital. By integrating Obsess’s advanced technology, Infinite Reality plans to expand its ecommerce solutions and elevate digital experiences through the use of extended reality (XR) and artificial intelligence (AI).

Enhancing Ecommerce Through AI and 3D Technology

Obsess’s Pioneering Approach

Obsess has established a solid reputation in the market by developing AI-powered virtual stores for some of the world’s most reputable brands in various sectors, including beauty, fashion, and entertainment. Companies such as Ralph Lauren, L’Oréal, and Disney Music Group have already utilized Obsess’s technology to create visually dynamic and interactive consumer interfaces. Neha Singh, the Founder and CEO of Obsess, emphasized their platform’s capacity to transform the traditional ecommerce experience into one that is more engaging and visually appealing for consumers. By bringing immersive brand storytelling to the forefront of ecommerce, Obsess has succeeded in driving higher levels of customer engagement and brand loyalty.

Through its cutting-edge platform, Obsess allows brands to leverage virtual stores that offer an interactive and immersive shopping experience, significantly deviating from conventional ecommerce models. This innovative approach has proven to be especially effective for brands looking to create a more memorable and engaging shopping experience for their customers. By seamlessly integrating AI and 3D technology into the digital shopping experience, Obsess has created a unique proposition that sets it apart from traditional ecommerce platforms. The acquisition by Infinite Reality opens up new avenues for further innovation and expansion within the ecommerce space.

The Strategic Significance of the Acquisition

The alignment of Obsess with Infinite Reality’s broader strategy to facilitate device-agnostic immersive experiences solidifies the strategic importance of this acquisition. Infinite Reality’s platform is designed to be compatible with a wide range of devices, including web browsers, Roblox, and XR devices such as Apple Vision Pro and Meta Quest. This versatility allows users to access immersive experiences across different platforms seamlessly. Obsess’s advanced content management system, which supports 3D editing and rendering for interactive stores, complements Infinite Reality’s low-code and no-code SaaS platform and its immersive services agency, iR Enterprise.

The leadership at Infinite Reality, including co-founder and CEO John Acunto and Chief Business Officer Amish Shah, expressed their strong belief in the acquisition’s potential to significantly improve key performance indicators (KPIs) in ecommerce. By offering more personalized and engaging experiences for clients, Infinite Reality aims to set a new standard in the industry. This strategic move is part of a larger growth strategy that positions Infinite Reality at the forefront of the future of immersive technology. With a comprehensive platform that encompasses software, content, and services, the company is well-positioned to lead in this rapidly evolving market.

The Future of Immersive Experiences

Expanding Digital Experience Offerings

The acquisition of Obsess is not just a milestone for Infinite Reality but a pivotal moment that underscores the company’s trajectory and impact on the immersive technology market. By leveraging Obsess’s expertise and extensive client roster, Infinite Reality aims to enhance its digital experience offerings and capture a larger market share. This strategic move builds on Infinite Reality’s momentum from previous acquisitions in 2024, which collectively amounted to approximately $800 million in investments. The integration of Obsess’s technology and team is expected to accelerate Infinite Reality’s mission to revolutionize the ecommerce landscape by providing immersive consumer experiences that go beyond traditional boundaries.

Obsess will continue its operations in New York, with Neha Singh joining Infinite Reality as Chief Innovation Officer. This transition ensures continuity and collaboration between the two entities, fostering an environment of innovation and growth. The combined expertise of both companies is anticipated to drive significant advancements in the field of immersive technology, paving the way for new possibilities and applications in ecommerce. By focusing on immersive brand storytelling and leveraging advanced technologies, Infinite Reality and Obsess are poised to redefine the standards of ecommerce experiences.

Leading the Charge in Immersive Technology

Infinite Reality recently announced it has acquired Obsess, a platform known for creating interactive 3D digital stores and virtual experiences powered by artificial intelligence. This strategic move targets a significant boost in customer engagement for Infinite Reality. The acquisition is particularly notable because it comes on the heels of Infinite Reality’s successful $3 billion fundraising campaign, marking their first major acquisition since raising significant capital.

By integrating Obsess’s cutting-edge technology, Infinite Reality aims to enhance its ecommerce offerings and take digital experiences to the next level using extended reality (XR) and AI. This acquisition will allow Infinite Reality to provide more immersive and engaging shopping experiences, solidifying their position in the evolving digital marketplace. The combination of Obsess’s robust 3D and AI capabilities with Infinite Reality’s vision for the future of ecommerce underscores the company’s commitment to innovation and customer satisfaction, propelling them into a new era of digital retail advancements.

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