2 Apr
2018

GTC 2018 - Real-Time Ray-Traced Reflections

Visual quality is one of the most important pillars of a digital experience. If customers truly believe what they are seeing, they are better equipped to make a purchase decision. As strategic visualisation partners with Audi AG, ZeroLight continually looks to add value to its digital pipeline through innovations driven by both expertise and technological partnerships.

ZeroLight Combined with NVIDIA's Quadro GV100

At this year's GPU Technology Conference (GTC), NVIDIA unveiled the latest NVIDIA Quadro GV100 GPU with NVIDIA Volta GPU architecture, delivering an unprecedented capacity for graphics processing. Combining this new graphics card in SLI with NVLink interconnect technology and ZeroLight's visualization software, Audi was able to portray realistic and lifelike lighting by combining ray-traced reflections with its digital car models. This meant external wing mirrors, accessories and curves all reflected within a vehicle's body paint, whilst interior fixtures reflected off glass surfaces, such as door windows and the windscreen. Not only was this made possible in real-time, but in 4k at 60fps, ensuring quality was not compromised.

"By pioneering such rendering techniques, we edge closer to true-to-life representations of our vehicles in real-time, elevating both customer experience and the industry benchmark," said Thomas Orenz, Global Lead Digital Content and Virtual Reality, Audi AG.

A Connected Experience

Appearing on the NVIDIA stand, the technology was showcased to thousands of attendees within the technology sector as part of an integrated ecosystem. Accessing an online configurator, users could define their vehicle in real-time via a cloud stream. With each configuration change mirrored instantly across a custom microsite, personalised advertisement and stunning 4K display, users could further understand their product from many different perspectives. Such an integration of personalised content across multiple mediums emphasises the capabilities of the connected customer journey, delivering a consumer-centric experience within a limited physical space.

Audi's cloud-powered configurator delivers real-time 3D visualisation over the web to any device. On the back of its significant quantitative and qualitative results, the pilot was expanded Germany to the Netherlands in December 2017.

"Audi's cloud solution is the most sophisticated on the market, providing a scalable proposition that maximizes reach and engagement," said Darren Jobling, CEO, ZeroLight. "We are excited about our continued work with NVIDIA and the potential of the new Quadro GV100 to significantly advance how products are made."

The Value of Real-Time RayTracing Within Commercial Experiences

Delivering high-quality visual experiences that accurately reflect the real-world product ensures a truly compelling experience which continually drives engagement. The extent to which this is achieved influences a user's intent to naturally interact with the digital world. This facilitates commercial decision making, allowing customers to make more informed choices and increasing their conversion potential.

"Audi and ZeroLight's delivery of real-time ray tracing on a workstation is a significant achievement, highlighting the unprecedented power and performance of the NVIDIA Quadro GV100 with NVIDIA Volta GPU architecture," said Bob Pette, Vice President, Professional Visualization, NVIDIA. "We continue to work closely with our partners as we bring our newly announced NVIDIA RTX ray tracing technology to market to power physically-accurate rendering at the speed of light."

ClientAudi
ProjectAR/VR, Retail