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Everybody is talking about generative AI. They're missing the bigger opportunity.

In a recent conversation with James Thornton, CEO of Daz 3D, we explored a side of artificial intelligence that most business leaders aren't paying enough attention to.

While much of the current AI discussion revolves around generating text, images, and videos, Thornton's work sits at the intersection of 3D content creation, gaming, digital avatars, AI training data, and virtual world building. His team helps create the digital assets that power everything from entertainment experiences to the next generation of AI systems.

The conversation revealed an important shift that SMB business owners and marketing leaders should understand.

Most companies are focused on creating content.

The companies shaping the future are creating digital assets.

That distinction may become one of the most important competitive advantages of the next decade.

As AI evolves beyond chatbots and content generation, businesses will need new ways to create consistent digital identities, train intelligent systems, and build experiences that span physical and virtual environments. The organizations that prepare now will be positioned to benefit from these changes rather than react to them later.

Connect with James on Linkedin
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Key Takeaways from This Episode:

• The future of AI extends far beyond text, images, and video.
  AI is increasingly being trained to understand 3D environments, movement, physics, and real-world interactions.
• High-quality 3D training data is becoming a critical asset.
  The next generation of AI systems, robotics, and virtual experiences depends on realistic 3D models and simulations.
• Digital identity is becoming just as important as physical identity.
  Younger generations increasingly engage with brands through avatars, gaming, virtual worlds, and digital experiences.
• Digital twins and virtual assets can create long-term business value.
  Brands can build reusable digital assets that scale across marketing, training, entertainment, and future AI applications.
• AI avatars and virtual influencers are creating new marketing opportunities.
  Leading brands are already exploring how digital personalities can connect with audiences in new and immersive ways.
• Human creativity remains essential in an AI-powered world.
  AI can accelerate production and execution, but human insight, storytelling, and strategic direction drive meaningful results.
• The "uncanny valley" is still a challenge for AI-generated humans.
  Audiences can often sense when digital characters feel almost human but not quite authentic, making human oversight critical.
• 3D content creation is becoming more accessible than ever.
  Tools that once required large studios and specialized teams are increasingly available to creators, marketers, and SMBs.
• Virtual experiences will enhance, not replace, real-world interactions.
  The most successful applications of AI and immersive technology will create new experiences while preserving human connection.
• Business leaders should combine AI efficiency with human expertise.
  The greatest opportunities come from using AI as an amplifier of human creativity, intuition, and experience rather than a replacement for them.

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