3D assets can offer extraordinary return on investment for retailers and brands, but success requires realism. The colors and materials that exemplify your brand must shine through across different platforms, lighting environments, and scenes. Instead, 3D assets often look indefinably wrong. In this session, experts from the Khronos 3D Commerce Working Group will demystify the barriers to realism in e-commerce. Panelists will explain why accurate physical representations sometimes slide into the uncanny valley, including which colors and materials are most challenging to render in 3D and why. Then, they’ll introduce new, standards-based approaches to rendering realistic 3D objects. Panelists will explore best practices for tone mapping, materials rendering, and viewer selection that can help support visual consistency across e-commerce applications using glTF and PBR. Attendees will learn best practices for creating truly reusable assets, freeing marketing departments to alter lighting and create new scenes without the frustration of lost visual fidelity. These techniques also enable the addition of new materials and colors with minimal manual adjustment, empowering brands to extract more value out of every 3D asset. Learn the new rules for efficiently producing glTF 3D assets that support increased add-to-cart rates, reduced returns, and higher customer satisfaction.