Our guest, Daniel Frith, has spent three decades shaping how we perceive products, from his early days in flight simulation to leading 3D innovation at IKEA, and now as the Chief Creative Officer at London Dynamics.
We dive into the world of photorealistic 3D, AR experiences, and how they’re transforming eCommerce for good.
About
Daniel Frith is a true pioneer in the world of 3D visualization. With over 30 years of experience across gaming, film, advertising, and eCommerce, he has helped global brands transform the way they present products digitally.
As the former 3D Framework Leader at IKEA, Daniel embedded 3D into the company’s DNA, reshaping production, customer experience, and innovation workflows. Today, he’s the Chief Creative Officer at London Dynamics, where he leads next-generation product visualization for furniture, automotive, fashion, and more. He also chairs the Khronos Group’s 3D Commerce Working Group, setting global standards for the future of immersive retail.
London Dynamics is redefining the way consumers shop online through advanced 3D and AR experiences. Founded by industry veterans, including former IKEA SVP Michael Valdsgaard, the company brings together decades of expertise in 3D creation, retail infrastructure, and digital transformation. From configurable gym equipment to photorealistic automotive showcases, London Dynamics helps retailers bridge the imagination gap and boost purchase confidence. Based in London, the company is a driving force in the AR revolution for eCommerce.
The Key Takeaways
3D Visualization Is Not Just for Big Brands
- Whether you sell two products or two thousand, if customization is part of the offer – like fabrics, colors, or accessories – 3D product visualization can save enormous time and cost compared to traditional photography. Even startups can benefit.
- Daniel explains how London Dynamics helps businesses of all sizes turn static products into interactive experiences that boost clarity, confidence, and conversions, regardless of the number of SKUs.
AR Isn’t the End Goal – It’s a Complement
- Augmented Reality is a powerful tool to help consumers visualize products in their space – but it’s rarely the first step to conversion. Most purchases happen after interacting with 3D on the web, not AR.
- AR is best used as a “fit check” tool rather than a core buying experience. Lighting inconsistencies and hardware limitations still affect how accurate AR looks, so it serves more as a confirmation step than a primary driver.
AI Is Helpful – But Still Needs a Human Eye
- Daniel shared his hands-on experience working in AI-driven 3D generation and why it’s still not ready for full product modeling. Transparency, accuracy, and complexity remain major challenges.
- Instead, AI is being used as a complementary tool in 2D rendering workflows – like generating scene backdrops for 3D product shots – saving time on creative setup while still requiring human refinement.
Standardization Is the Unsung Hero of Scalable 3D
- One reason London Dynamics’ models perform well across Shopify, WooCommerce, Magento, and various devices is due to a focus on standardized formats – like glTF – ensuring consistency across platforms.
- Daniel, as Chair of the Khronos Group’s 3D Commerce Working Group, emphasizes how important it is that 3D experiences are accessible and consistent across smartphones, laptops, and browsers without custom builds.
The Tech Is Evolving – And So Is the Manufacturing
- One of the most unexpected impacts of 3D configurators is how they influence manufacturing. When customers customize products through 3D, it can lead brands to shift production focus based on real-time demand.
- Daniel shared how a client in the bike industry reworked their production strategy after 3D visualization revealed which combinations customers actually wanted most – proving 3D isn’t just cosmetic, it’s strategic.
Resources Mentioned
- Khronos Group – 3D Commerce Working Group – Industry consortium focused on standards like glTF for 3D experiences in commerce.
- IKEA Place – AR-based furniture app created during Daniel’s time at IKEA, allowing users to virtually place products in their space.
- glTF Format – A royalty-free file format for efficient transmission and loading of 3D scenes and models, central to standardization efforts in 3D eCommerce.
- Amazon AR – Mentioned as an example of AR functionality, allowing users to view products like TVs or soundbars in their space before purchase.
- Shopify, Magento, WooCommerce – Mentioned as platforms that London Dynamics’ 3D tools integrate with, ensuring smooth visualization and checkout flow regardless of store backend.
- Mojo Vision – A company working on smart contact lenses for heads-up AR experiences.
- Snap & Ray-Ban / Meta Ray-Ban Glasses – Referenced as examples of companies advancing wearable AR tech.
Conclusion
From gaming and flight simulators to transforming IKEA’s digital experience, Daniel Frith has shown us that 3D isn’t just visual flair – it’s a business advantage. Whether you’re a startup with three SKUs or an enterprise with thousands, 3D and AR can elevate how your products are seen, experienced, and ultimately—bought. As wearables and AI mature, the future of eCommerce is no longer static. It’s interactive, immersive, and pixel-perfect.
The No.1 eCom Operations hack
“You don’t need thousands of products to benefit from 3D. Even with a few SKUs, if you have customization options, like 70 fabric choices, it’s a game changer in cost, time, and scalability.”
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