What does it take to pioneer 3D at scale? 

In this episode, Max sits down with Martin Enthed, former IKEA 3D leader, to explore how one of the world’s most iconic brands pushed the boundaries of CGI, AR, and real-time 3D, and what’s coming next. 

From early CGI innovation to AI-driven workflows, this conversation dives into the evolution of 3D pipelines and the challenges that still remain. 

Note: At the time of recording, Martin’s new company had not yet been announced publicly. The company he is now working at is called Physicl. Learn more at Physicl.ai. 

💡 Key topics: 

• How IKEA led the shift from photography to CGI 
• The rise of AR and real-time 3D in e-commerce 
• Why AI-generated images are ahead of 3D 
• The challenge of turning visuals into usable 3D data 
• The future of spatial understanding and AI-driven environments 
• Why 3D modeling is still complex (and what could change) 

  One big idea: 

The future isn’t just generating images,  it’s understanding and generating entire 3D spaces. 

🎧 Listen on all platforms: 

https://podcast.rapidpipeline.com/ 

#3D #DigitalTwins #AI #SpatialComputing #IKEA #XR #RealTime3D #VirtualForReal