One of the incredible things about working at Shutterstock is witnessing trends unfold in real time as contributors continuously enrich the marketplace with fresh creative works. This dynamic flow of information is part of what inspires our team at Shutterstock Studios, where staying ahead of emerging technologies, techniques, and styles isn’t just valuable — it’s essential for delivering award-winning campaigns for brands like Lenovo and Carhartt.
So, with 2025 just around the corner, we thought we’d share five immersive and 3D design trends we’ve seen that may transform your creative approach in the year ahead. These trends reflect the rapidly evolving landscape of technology and creativity, so whether you’re a seasoned professional or just exploring 3D design, these insights could shape how you work and collaborate.
AI-powered design assistance
Artificial intelligence has long played the role of a creative sidekick, but looking forward, it’s clear that we’re only scratching the surface of its potential. Right now, AI is transitioning from being a helpful assistant to an integral part of the creative process because of its growing ability to complement human creativity with speed, adaptability, and the ability to bridge technical gaps. We’ve all been there — hours spent brainstorming, late nights perfecting, and pushing through to deliver your best work. Those crunches are annoying and aggravating.
Could AI have helped? In many ways, yes. Its ability to handle the time-consuming basics empowers designers to focus on innovation and refinement, elevating the quality of their work. AI also makes 3D design more accessible to those without years of technical expertise. However, this increased accessibility comes with a challenge: an over-reliance on AI-generated default 3D models could lead to watered-down designs devoid of originality. To truly harness AI’s power, creators must prioritize learning how to use it as a springboard — an enabler of unique and thoughtful design — rather than a shortcut that bypasses creativity.
The minute the AI starts specializing in what you do, everything opens up. For instance, filming a commercial on a virtual production set for a global fast-food brand might involve swapping decor in real time to match the company’s branding. A generalist AI model must be adequately trained to create 3D models from owned IP, but a specialized AI model can generate the golden arches on decorative drinkware. If you want to get more flashy, it could potentially generate anthropomorphic chicken nuggets dressed as superheroes, too.
AI’s role in iterative design opens doors for rapid prototyping and experimentation. Designers can generate multiple concept variations in minutes, compare them in context, and refine the best version. Just imagine a product designer using AI to create several variations of a new gadget’s form factor, then visualize each one in a realistic 3D environment to assess its aesthetics, ergonomics, and functionality.
As technology advances, we anticipate seeing AI integrate more deeply into the 3D design pipeline. From adaptive learning algorithms that fine-tune their capabilities based on individual workflows to industry-specific APIs tailored for everything from gaming to e-commerce, the possibilities are vast. Rather than replacing human creativity, AI serves as a powerful collaborator, enhancing a designer’s ability to innovate and streamline their work.
Real-time collaboration in 3D design
As 3D engines become increasingly sophisticated, having the ability for teams to work on the same project in real time is becoming the norm. This innovation offers clear advantages for remote teams, but even in-office designers collaborating across multiple locations can benefit immensely.
Take architecture, for instance. Imagine brainstorming building designs in a shared VR space where team members can simultaneously interact with a 3D model. One person might suggest a design change, while another test the structural integrity of a concept, all within the same virtual environment. This level of immersion and instant feedback accelerates the decision-making process and encourages more dynamic, creative collaboration.
Platforms like NVIDIA Omniverse and Autodesk BIM 360 are already making this vision a reality. Omniverse provides a collaborative ecosystem where architects, engineers, and designers can work in a unified space, like in a virtual factory, even using different software tools. Omniverse eliminates the silos that often slow down design workflows. Autodesk BIM 360, on the other hand, focuses on cloud-based collaboration, making it easier for global teams to access, annotate, and revise project files from anywhere.
Unity’s 3D collaboration tools are another standout example. In an interview, Volvo’s innovation leader for virtual experiences, Tommy Ghiurau, explains how Unity enabled its engineers and designers to work together in a shared virtual space. They could visualize the complete version of a car prototype, explore different design iterations, and provide feedback in real time. This approach dramatically sped up development cycles and enhanced communication, making it easier for Volvo’s teams to align on complex projects.
The benefits extend beyond product design into areas like asset creation. For example, one team member might focus on crafting detailed text prompts for AI-powered generative tools, producing a starting place for a 3D model. Meanwhile, others can simultaneously refine these assets in a 3D engine, optimizing textures or functions for their specific needs. This kind of parallel work eliminates bottlenecks and allows for a more fluid, efficient process.
Building upon AI-generated 3D models can be a powerful way to save time and enhance creativity, but it’s not without its challenges. Artists would need to navigate issues of accuracy, topology, and creative limitations while also adjusting their workflows. For example, an AI tool might produce a leather jacket but miss the signature stitching used by a specific brand, requiring the 3D artist to update that part of the model manually.
Overall, collaborative workflows could be a win-win for team leads and 3D users. They could more wisely reallocate time while allowing production staff to focus on creativity and solving problems. We all have skills that make us unique members of a team. These workflows do more than streamline your tasks; they allow you to devote more time to trying out new ideas, and that’s where you’ll find those hidden gems.
People-first AR & VR design
We’ve already seen companies like Apple and Meta set the stage for the next era of immersive technology. The Apple Vision Pro emphasizes usability, delivering a seamless and intuitive experience, while the Ray-Ban Meta Wayfarer glasses focus on comfort and everyday wearability. These devices highlight how companies are changing to meet user needs in both function and form. Looking ahead, the potential to expand these offerings into more immersive and diverse applications is enormous.
Consider the possibility of apps like Calm, which could elevate its audio-based relaxation stories by integrating them with VR. Picture winding down with a guided meditation session surrounded by a serene 3D environment such as an ocean shoreline, a quiet forest, or even a minimalist space designed to reduce sensory overload. This type of immersive experience could not only relieve stress but also revolutionize how we approach mental health and wellness technology.
As smart-glasses technology advances, features like real-time obstacle detection could be transformative, especially for individuals with impaired eyesight or mobility challenges. These enhancements, powered by AI trained on 3D objects, could make everyday navigation safer and more inclusive. For example, glasses could provide gentle haptic feedback or audio cues to help users avoid obstacles or navigate complex environments.
The retail space also embraces the power of immersive 3D and AR tools. Take IKEA Kreativ, a web-based app that allows users to visualize furniture in 3D spaces before visiting the showroom. As AR capabilities and spatial computing progress, these tools will become more powerful and interactive. Soon, shoppers may be able to use their smart glasses or AR-enabled devices to visualize how an entire room layout will look in their home. Similarly, virtual fitting rooms could allow users to try on clothing and accessories, making online shopping more accurate and engaging.
By addressing key pain points in areas like accessibility and wellness, what’s next in immersive and 3D design can make life easier, more inclusive, and exciting. Nobody enjoys feeling overwhelmed with technology — just think of the printer scene from Office Space. Hopefully, as these tools become more integrated into our everyday lives, they’ll be designed to simplify the experiences that matter most to us.
3D will be more convenient
TurboSquid has long been a leader in making 3D assets convenient and accessible. Now, as 3D applications expand across industries, the focus is shifting toward simplifying how these technologies are used within game engines and other types of software.
At Shutterstock, we’re pushing this vision further by enabling creators to quickly connect our generative 3D API to the engine of their choice. Generating and customizing 3D models directly in the environment you’re already familiar with eliminates the need to learn entirely new interfaces and workflows.
Ease of use is particularly important for the next generation of creators. In the past, beginner game designers might have dipped their toes into development using tools like Flash or RPG Maker or even gained early coding experience through Minecraft. But today, as the gaming industry matures, newer creators are diving straight into building 3D worlds within platforms like Roblox and Fortnite. Games such as these are no longer just for playing — they’re sandboxes for creation, fueled by extensive asset libraries and user-friendly tools.
The Roblox Creator Hub and Unreal Editor for Fortnite (UEFN) are prime examples. These scaled-down versions of advanced game engines provide aspiring developers with simplified interfaces and a curated selection of pre-made assets, lowering the barrier to entry for creating engaging 3D experiences. Unlike their full-fledged counterparts, such as Unreal Engine 5, these tools offer streamlined workflows designed for specific use cases, enabling faster learning and greater accessibility.
Whether you’re a beginner exploring your first game concept or a professional streamlining your workflow, the convenience of asset libraries, generative tools, and user-friendly engines is changing what’s possible in 3D creation.
Less making, more remixing
Related to convenience, modern workflows are transforming how 3D designers approach their projects. Instead of countless hours creating 3D objects from scratch, designers increasingly turn to existing assets, prioritizing customization over creation. This shift allows them to focus on refining and tailoring models to specific needs rather than reinventing the wheel for every project.
With a plethora of free 3D models available online, designers have plenty of options for where to begin. And while free models sometimes have limitations in quality or modification permissions, they can be an excellent starting place for functional and creative work, especially in prototyping or concept development.
As AI-generated 3D model technology advances, workflows can begin with a text-to-3D description, yielding a basic model in seconds, such as “a modern desk lamp with a brushed metal finish.” This workflow can potentially save hours, if not days, on the initial creation process, allowing designers to allocate more time to the aspects of their work that require a human touch, like perfecting aesthetics, enhancing functionality, or aligning the model with brand guidelines.
Once tools are more sophisticated and accessible, combining pre-existing assets, AI assistance, and skilled human craftsmanship will redefine how 3D content is produced and elevate what designers can achieve within tighter timelines.
Looking to the future
What’s exciting is how these advancements work together. AI isn’t here to replace human creativity. It’s amplifying it, enabling designers to focus on what they do best. Collaboration tools are breaking down geographic and technical barriers, making it easier than ever for teams to bring their shared visions to life.
As we look to 2025 and beyond, one thing is clear: 3D design is no longer confined to specialists or standalone workflows. It’s a field becoming more accessible, flexible, and essential across industries, from gaming to retail to wellness. For creators, the opportunities are limitless.
Whether you’re a seasoned designer, a team lead looking to streamline processes, or a newcomer exploring 3D for the first time, this is your moment to embrace the future. By leveraging the latest tools and trends, you can work smarter, collaborate better, and create more freely than ever before. The possibilities are waiting — what will you build next?
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