The world of digital marketing and eCommerce is increasingly leveraging 3D product models to enhance customer engagement and interaction. Three primary technologies are relevant to this exciting space: 3D Gaussian Splatting (3DGS), Photogrammetry, and Computer-Generated Imagery (CGI). Each method has unique strengths and weaknesses, making them suitable for different use cases. Let's explore how these technologies compare and when to use each for digital content creation.

1. Photo Capture: 3D Gaussian Splatting (3DGS)

What is 3DGS?

3D Gaussian Splatting is an emerging technology that represents objects using point-based volumetric rendering. Unlike traditional mesh-based models, 3DGS creates 3D photos by leveraging a cloud of Gaussian Splats (blobs) in 3D space.

Use Cases in Digital Content:

• Marketing & eCommerce: Ideal for quickly generating true-to-life product visuals with realistic lighting and reflections.

• Interactive Digital Experiences: Works well for real-time rendering in web-based 3D viewers and AR applications.

• High-Fidelity Product Showcases: Captures intricate details and surface textures without extensive post-processing.

Advantages:

• Fast and efficient capture and rendering with a standard camera

• Realistic lighting and material properties.

• Requires minimal manual tweaking.

• Best alternative for objects with complex surfaces.

• Best alternative for objects with glossy surfaces.

Limitations:

• Since it is brand new technology there is limited editing and modification flexibility.

• Less optimized for game engines compared to mesh-based formats.

• Large files sizes require sophisticated compression and optimization for rendering natively in the browser

2. Photo Capture Photogrammetry

What is Photogrammetry?

Photogrammetry reconstructs 3D models by analyzing multiple 2D images of an object taken from different angles. Using algorithms, it extracts depth and texture information to create a 3D representation.

Use Cases in Digital Content:

• eCommerce & Retail: Ideal for creating lifelike 3D scans of physical products.

• Cultural Preservation & Archiving: Used to digitize artifacts and historical objects.

• Virtual & Augmented Reality: Provides a way to bring real-world objects into digital spaces.

Advantages:

• Highly accurate and detailed models.

• Can be done with a standard camera.

• Object can be moved during capture allowing rendering from any perspective without special rigging

Limitations:

• Requires significant post-processing to clean up models.

• Can struggle with transparent or reflective surfaces.

• Processing times can be long, depending on image quality and resolution.

• Not ideal for objects with complex surfaces

3. Computer-Generated Imagery (CGI)

What is CGI?

CGI involves creating 3D models entirely from scratch using software such as Blender, Maya, or Cinema 4D. Unlike the other two methods, CGI does not require a physical object but instead relies on manual modeling and texturing.

Use Cases in Digital Content:

• Product Prototyping: Used by brands to visualize products before manufacturing.

• Customizable 3D Configurators: Enables interactive product customization for eCommerce.

• Advertising & Marketing: Used for high-end visuals in advertisements and digital media campaigns.

Advantages:

• Complete creative control over design, materials, and lighting.

• Can create products that do not yet physically exist.

• Fully optimized for game engines, VR, and AR applications.

• Better for certain material properties that photo capture doesn’t handle well currently

Limitations:

• Requires skilled 3D creators and significant time investment.

• Can be expensive due to software and labor costs.

• Achieving photo-accurate renderings is impossible unless combined with one of the above methods.

Which One to Choose?

The right method depends on your specific digital content needs:

• For quick, photo accurate  product visualization with complex surfaces and material properties: 3DGS is a great choice (example a piece of elaborate jewelry or high fashion garment).

• For detailed captures of products with less complex surfaces: Photogrammetry is ideal, especially when high fidelity is required.

• For detailed captures where viewing a product from any angle:  Photogrammetry offers an easier capture method today.

• For incorporating products into environments (e.g. Games):  Photogrammetry allows you to compute normals enabling realistic placement of objects in scenes

• For fully customizable and conceptual product models: CGI offers the most flexibility and creative control.

By understanding the strengths and weaknesses of each method, businesses can leverage the right technology to enhance their digital content strategy, boost engagement, and drive sales in an increasingly interactive online world.