Accenture invests in US-based virtual production company

Accenture has invested in a technology company that specialises in virtual production and film-making.

Vū Technologies helps companies create immersive, engaging experiences through a combination of real-time computer-generated imagery and live-action filming.

It has established a network of virtual studios across North America, producing immersive environments and visual effects for companies including Amazon, CBS Sports and Disney.

Using advanced technologies such as real-time rendering, motion capture and virtual reality to seamlessly blend live-action footage and computer-generated content, Vū helps companies visualise and transform creative production at pace and scale. Vū also uses a proprietary generative AI workflow tool called Vū.ai that augments pre-built virtual environments and designs workflows based on image and text prompting.

The investment was led by Accenture Ventures, as part of its Project Spotlight initiative. Vū will join the engagement and investment programme, which works with companies that create or apply disruptive enterprise technologies.

David Treat, co-lead of Accenture’s Metaverse Continuum business group, said: “Massive potential exists for companies to combine virtual production and state-of-the-art technologies to create shared, immersive experiences for customers, employees and other key stakeholders.

“With technologies such as digital twin environment simulation, volumetric video capture and motion control robotics, Vū’s end-to-end capabilities can help our clients create powerful new experiences that attract and engage audiences.”

Dan Garrison, Accenture Song’s chief technology officer, said: “We always look for new ways to fuse creativity and technology at scale, to help clients navigate and accomplish transformational change. Vū Technologies’ immersive studio network can help our clients and our people reach new levels of creativity and multi-faceted storytelling, in their efforts to engage relevant audiences.”

Vū’s chief executive, Tim Moore, said: “Accenture’s investment in Vū represents a significant milestone in our journey to democratise creative content production. By combining cutting-edge technology with immersive creative techniques, we aim to empower Accenture’s clients to create engaging experiences, while optimising production costs and reducing environmental impact.”