The Digital Signage Summit Europe took place this week, and Sony took the opportunity to unveil a rather ingenious collaboration with Ameria. On the menu: a Spatial Reality Display (SRD) screen combined with contactless interaction technology powered by AI. Enough to allow customers to manipulate and personalize products in 3D without having to touch anything. In other words: shop with gestures in the air.
Hands-free!
Imagine: you stand in front of a screen, and with a simple movement of your hand, you rotate a virtual watch, change its color or its strap. That's exactly what this technological duo offers. On one hand, the Sony screen creates stunning 3D images that appear to float in the air. On the other hand, Ameria's technology captures your gestures, your gaze, and your position to allow you to interact with these virtual objects.
Matsumura Motoki, Marketing Director at Sony Europe, is obviously very enthusiastic: "We are convinced that the future of retail lies in immersive and intuitive customer journeys," he says. In short, no more buttons and screens to fiddle with. A simple gesture is enough to explore a product from every angle.
It's a bit like if Tony Stark in Iron Man had retrained in retail. Except here, you don't need to be a billionaire genius to use the technology: it's designed to be accessible to every customer who walks through the store's doors.
This technology isn't just a gadget to impress the gallery. It also solves very real problems for retailers.
First advantage: no need to stock fifteen versions of the same product. A single physical model is enough, and customers can virtually explore all the possible variations. This is ideal for stores stuck in small spaces, which can offer a wide catalog without turning their back room into an Amazon warehouse.
For jewelers and luxury goods sellers, it's also a boon. No need to take out the €10,000 ring and stress every time a customer handles it. It's there, in 3D, as flashy as in reality, but completely virtual and therefore impossible to steal or damage.
"Our partnership with Sony illustrates the power of combining advanced visual technology and AI-driven interactivity," explains Albrecht Metter, the boss of Ameria. "And we don't plan to stop at shopping! We're already seeing applications in medicine, education, and architecture."
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