Infinite Reality Expands Immersive E-Commerce Offerings with Obsess Acquisition

In General XR News

January 27, 2025 – Infinite Reality (iR), a company working in artificial intelligence (AI), spatial computing, extended reality (XR), and other immersive technologies, has recently announced that it has entered into a definitive agreement to acquire Obsess, a platform that specializes in interactive, 3D digital stores, and AI-powered virtual experiences designed to increase customer engagement, brand loyalty and conversion.

The acquisition follows USD $3 billion in fundraising that Infinite Reality announced earlier this month, and marks the first acquisition since the substantial raise in capital. iR stated that through this acquisition, it will integrate Obsess’s advanced technology and cross-platform distribution capabilities into its product portfolio, expanding iR’s ecommerce solutions.

The addition of Obsess’s proprietary technology suite, leadership team, and roster of global brand and retail clients will help to accelerate iR’s aim of “uplevelling digital experiences,” including ecommerce, through XR and AI. iR added that this will help to further position the company to capture a larger share of the rapidly growing global immersive technology market.

Obsess’s proprietary platform has powered digital retail experiences across multiple sectors, including beauty, fashion, food and beverage, and media and entertainment. Global brands such as Ralph Lauren, L’Oréal, Crate & Barrel, e.l.f. Cosmetics, J.Crew and Disney Music Group have all utilized Obsess’s sophisticated 3D storefront solutions, according to iR. 

“Obsess was founded on the belief that it was time to reinvent the outdated ecommerce experience,” said Neha Singh, Founder and CEO of Obsess. “We have built a platform that creates the next generation consumer interface with visually dynamic and interactive experiences that are highly engaging and feel alive. As a part of Infinite Reality, we are doubling down on our mission to supercharge consumer engagement with immersive brand storytelling.”

Infinite Reality aims to provide device-agnostic immersive experiences, which aligns with Obsess’s approach to deploying brand projects across multiple platforms, including web browsers, games like Roblox, and XR devices such as the Apple Vision Pro and Meta Quest.

Obsess’s proprietary content management system supports 3D editing and rendering for branded interactive stores, while iR Studio, Infinite Reality’s low-code and no-code SaaS platform, and iR Enterprise, its immersive services agency, offer tools for building, monetizing, and measuring immersive experiences while allowing creators to retain data ownership, according to iR.

“Obsess’s stellar track record of building successful 3D virtual stores for major brands is a testament to the incredible opportunity ahead,” said John Acunto, co-founder and CEO of Infinite Reality. “Neha and her brilliant team share our vision to upgrade the ancient 2D web grid to improve ecommerce KPIs for our clients, and delight their customers with more engaging, dynamic, and personalized experiences.”

“Our aggressive growth strategy is laser-focused on leading the future of immersive technology with the most powerful and complete platform for software, content, and services. Bringing Obsess and Neha’s incredible team onboard supercharges our trajectory,” added Amish Shah, co-founder and Chief Business Officer of Infinite Reality.

Obsess marks Infinite Reality’s first acquisition of 2025, building on the company’s momentum following multiple strategic acquisitions in 2024 totaling approximately USD $800 million. Obsess will maintain operations in New York, and Singh will join Infinite Reality as Chief Innovation Officer. Neither company disclosed the amount of the acquisition.

To learn more about Obsess and its virtual experience platform, click here. For more information on Infinite Reality and its mission to accelerate the global adoption of immersive technologies across industries and use cases, please visit the company’s website.

Image credit: Infinite Reality / Obsess