Infinite Reality (iR) has entered a comprehensive five-year partnership with Google Cloud, aimed at developing immersive web experiences for brands across various sectors, including sports, entertainment, e-commerce, education, recruitment, and customer service. Although financial details remain undisclosed, the collaboration is expected to deliver cutting-edge solutions such as virtual 3D worlds and AI-driven customer service ambassadors to enhance brand engagement, revenue, and first-party data capture, particularly among younger demographics.

Rachel Jacobson, iR’s President of Global Business Ventures and Partnerships, highlighted Google Cloud’s track record in sports and entertainment, making them a pivotal partner for accelerating iR’s market strategy. Jacobson’s previous work with Google during her tenure as President of the Drone Racing League, which iR recently acquired for $250 million, helped cement this broader collaboration.

In 2023, iR also made notable acquisitions, including digital twin developer Landvault ($450 million), spatial web design firm Ethereal Engine ($75 million), 3D avatar creator Action Face ($10 million), and social sports platform Stakes ($8 million), positioning itself as a leader in AI, spatial computing, and extended reality.

Google Cloud’s infrastructure, along with its Gemini AI models, will play a key role in accelerating iR’s product roadmap. The company’s offerings are divided into two main categories: iR Enterprise Solutions, which builds custom immersive worlds, and iR Studios, a SaaS platform offering pre-built kits and customizable templates for digital experiences.

A key differentiator for iR is its ability to provide immersive experiences without the need for specialized hardware, allowing brands to maintain control over their first-party data—an advantage that resonated with Google. Albert Lai, Google’s Global Strategic Industries Director for Media & Entertainment, emphasized the growing demand for personalized, tech-enhanced consumer experiences, especially as companies seek better data relationships with their audiences.

Jacobson anticipates the partnership will lead to further innovation in sectors like online retail, where shoppers could virtually try on clothes, and predicted a surge in adoption of iR’s solutions by major Google customers in the coming months.