Infinite Reality (iR), a firm specializing in artificial intelligence (AI), spatial computing, extended reality (XR), and various immersive technologies, has announced that it has finalized a definitive agreement to acquire Obsess, a platform focused on creating interactive, 3D digital storefronts and AI-driven virtual experiences that aim to enhance customer interaction, brand loyalty, and conversion rates.
This acquisition comes after the USD $3 billion funding that Infinite Reality revealed earlier this month, representing iR’s first acquisition following their significant capital raise. According to iR, this acquisition will see the integration of Obsess’s sophisticated technology and cross-platform distribution abilities into its offerings, thereby broadening iR’s ecommerce capabilities.
The integration of Obsess’s unique technology toolkit, executive team, and portfolio of international brand and retail clients will expedite iR’s goal of enhancing digital experiences, particularly ecommerce, through XR and AI. iR highlighted that this move will position the company to capture a greater share of the swiftly expanding global immersive technology market.
Obsess’s innovative platform has facilitated digital retail experiences across various sectors, such as beauty, fashion, food and beverage, and media and entertainment. Prominent global brands like Ralph Lauren, L’Oréal, Crate & Barrel, e.l.f. Cosmetics, J.Crew, and Disney Music Group have all leveraged Obsess’s advanced 3D storefront solutions, as reported by iR.
“Obsess was established with the conviction that it was time to revolutionize the antiquated ecommerce experience,” stated Neha Singh, Founder and CEO of Obsess. “We have developed a platform that crafts the next-generation consumer interface with visually captivating and interactive experiences that are deeply engaging and feel alive. Being part of Infinite Reality allows us to amplify our mission to enhance consumer engagement through immersive brand storytelling.”
Infinite Reality seeks to provide platform-independent immersive experiences, echoing Obsess’s methodology of implementing brand initiatives across various platforms, including web browsers, games like Roblox, and XR devices such as the Apple Vision Pro and Meta Quest.
Obsess’s unique content management system enables 3D editing and rendering for branded interactive stores, whereas iR Studio, Infinite Reality’s low-code and no-code SaaS platform, alongside iR Enterprise, its immersive agency, furnish tools for constructing, monetizing, and evaluating immersive experiences while granting creators data ownership, as per iR.
“Obsess’s impressive history of establishing successful 3D virtual stores for major brands exemplifies the tremendous opportunity that lies ahead,” commented John Acunto, co-founder and CEO of Infinite Reality. “Neha and her remarkable team share our vision of modernizing the outdated 2D web grid to enhance ecommerce KPIs for our clients, offering their customers more interactive, dynamic, and personalized experiences.”
“Our aggressive growth strategy is tightly focused on leading the future of immersive technology with the most robust and comprehensive platform for software, content, and services. Incorporating Obsess and Neha’s outstanding team significantly accelerates our progress,” added Amish Shah, co-founder and Chief Business Officer of Infinite Reality.
With this acquisition, Obsess becomes Infinite Reality’s inaugural acquisition of 2025, building on the company’s success following several strategic acquisitions in 2024 which totaled around USD $800 million. Obsess will continue its operations in New York, and Singh will take on the role of Chief Innovation Officer at Infinite Reality. The financial details of the acquisition remain undisclosed.
To discover more about Obsess and its virtual experience platform, click here. For additional information on Infinite Reality and its mission to expedite the global embrace of immersive technologies across various industries and applications, please visit the company’s website.
