DAM fundamentals
3D and CGI Assets in DAM: Formats, Previews and AR
Quick answer
Managing 3D and CGI assets in a DAM means storing source models, delivery formats and rendered outputs as linked assets with shared product identifiers. Use glTF for web and configurators, USDZ for Apple AR and USD or FBX for production pipelines. Choose a DAM that previews 3D in the browser and keeps parent-child relations between models, materials and renders.
Key takeaways
- Treat a 3D product as an asset family: source model, delivery formats, textures and renders linked by one product identifier.
- Standardise on glTF and USDZ for delivery, and keep native source files for production.
- Browser-based 3D preview and asset relationships matter more than raw storage when selecting a DAM for CGI.
A growing share of product imagery is now rendered from 3D models. Manufacturers of furniture, kitchens, sanitary ware, electronics and configurable products create CGI images from the same models that drive engineering and configurators. This shifts the DAM's job from storing finished photos to managing an asset family: source models, delivery formats, textures, materials and hundreds of rendered outputs. This guide covers the formats, the DAM capabilities that matter and how 3D connects to configurators and augmented reality.
Each 3D format serves a different stage
A 3D asset is a digital representation of an object's geometry, with materials, textures and sometimes animation. Formats serve different purposes, and most organisations need several.
| Format | Maintained by | Typical use |
|---|---|---|
| glTF / GLB | Khronos Group (open standard) | Web viewers, configurators, Android AR |
| USD / USDZ | Pixar origin, now the Alliance for OpenUSD | Production pipelines, Apple AR Quick Look |
| FBX | Autodesk (proprietary) | Exchange between 3D applications, animation |
| OBJ | Open, widely supported | Simple geometry exchange, legacy libraries |
Native files from 3D applications and CAD formats such as STEP sit upstream. They are the source of truth for engineering and rendering. Delivery formats should be generated from them, and renders should record which model version they came from.
The DAM must manage relationships between assets
The defining requirement for 3D in a DAM is asset relationships. One sofa may have a source model, a GLB for the web viewer, a USDZ for AR, 40 texture files for fabrics and several hundred renders across colours, angles and room scenes. Without parent-child links, these become thousands of unrelated files.
Configure the DAM to:
- Link every render to its source model and model version
- Link every asset in the family to the same product identifier (SKU or GTIN) used in PIM
- Store render metadata such as camera angle, material, colour variant and scene
- Flag renders as computer-generated in a dedicated field, which helps with transparency and marketplace rules
When a model changes, the links show which renders need regenerating. Our guide to metadata strategy covers how to design these fields, and PIM vs DAM explains why product identifiers should be mastered in PIM.
Browser preview is a selection criterion
Many marketing and e-commerce users never open a 3D application. They need to rotate, zoom and inspect a model in the browser before requesting a render or sending a GLB to a web agency. Test 3D preview during vendor demos with your own files, including large models, files with external texture references and USD scenes. Support varies widely. Some DAM vendors have strong 3D roots, for example KeyShot DAM, which grew out of the Digizuite platform and now sits alongside KeyShot rendering software.
Also check file size limits, upload resilience for multi-gigabyte scenes and whether thumbnails generate automatically for each format.
Configurators and AR consume delivery formats
Product configurators let customers choose colours, materials and options and see the result in real time, usually through a web viewer built on glTF. AR lets customers place a product in their own room through a phone. Both consume optimised delivery formats served from the DAM or a connected CDN.
Plan for three requirements:
- Optimised files. Real-time models need reduced polygon counts and compressed textures. In our experience, web-ready GLB files typically stay in the range of 2 to 15 MB for acceptable mobile load times.
- Variant logic. Material and option rules usually live in PIM or the configurator platform. The DAM supplies the geometry and textures.
- Stable delivery URLs. Configurators and AR viewers need permanent references, just as websites do for images. See our guide to DAM, CMS and image CDN integration.
CGI suits manufacturers with many variants
The case for CGI is strongest where variants multiply: a chair in 20 fabrics and 4 frame finishes produces 80 combinations from one model. For B2B manufacturers, the same model often feeds technical documentation, dealer portals and spare-parts catalogues, which compounds the value of managing it well.
Recommendation
Treat each 3D product as an asset family linked by one product identifier, standardise on glTF and USDZ for delivery, and keep native and USD or FBX sources for production. Prioritise browser 3D preview, asset relationships and large-file handling when selecting a DAM. Start with one product line, measure render reuse and photography savings, then scale.
Frequently asked questions
Which 3D file format should we use for e-commerce?
Use glTF, usually in its binary GLB form, for web viewers, product configurators and Android AR, because it is an open Khronos Group standard optimised for real-time delivery. Add USDZ for AR Quick Look on Apple devices. Keep native source files and USD or FBX exchange files for production, and generate the delivery formats from them.
Can a DAM preview 3D models?
Many current DAMs preview common 3D formats such as glTF, GLB, OBJ and FBX in the browser with rotate and zoom controls. Support for USD, native CAD and native 3D application files varies widely. Test your own files during the demo, including large models, textured models and files with external texture references.
Should CGI renders replace product photography?
For many product categories, yes. Furniture, kitchens, sanitary ware, consumer electronics and configurable products often switch to CGI because every colour and material variant can be rendered from one model. Photography remains stronger for lifestyle imagery with people, food and textiles where realism is hard to achieve. Most brands run a mix and tag renders clearly.