As the furniture and design industry undergoes a technological revolution, James Campbell, founder of Growm (previously ElevationX Studios), shares his insights on the trends, challenges, and opportunities shaping the sector. From the rise of AR and AI to the game-changing innovations on Growm's horizon, Campbell's vision offers a glimpse into the future of how we interact with spaces and products. In this exclusive interview, we look back on 2024 and reveal Growm's ambitious goals for 2025.
How would you describe the current state of the furniture and design market?
'The furniture and design market is at a fascinating inflection point. We're seeing a significant shift towards digital-first experiences, with consumers increasingly expecting immersive ways to visualise and interact with products before purchase. The integration of AR and 3D technologies isn't just a nice-to-have anymore – it's becoming a fundamental part of the customer journey.
I believe we're on the cusp of a transformation in how people interact with furniture and interior design. The convergence of AI and AR technologies is creating opportunities we couldn't have imagined just a few years ago. At Growm, we're not just observing these changes – we're actively shaping them. 2025 will be the year when immersive experiences become mainstream in our industry, and we're excited to be at the forefront of this journey.'
What trends are you seeing in AI at the moment?
'The most exciting developments we're seeing in this space are in 3D model mesh generation from images and the creation of associated lifestyle imagery and video content. This is revolutionary for the furniture industry because it dramatically reduces the time and cost involved in creating immersive content. We're seeing AI not just creating individual pieces, but starting to understand context and generating entire lifestyle settings that resonate with consumers.'
As we've just started the new year, what are your primary business goals for 2025?
'At Growm we have three key focuses for 2025. First, we're actively expanding our sales pipeline to reach more furniture and interior brands. Second, we're making a strategic push into the interior design sector, which we see as a natural evolution of our technology. Finally, and perhaps most excitingly, we're developing our AI curation engine, which will be a game-changer for automated virtual space creation.'
Can you share any details about upcoming product innovations planned for 2025?
'Our flagship innovation for 2025 is our AI curation engine. While I can't reveal all the details yet, think of it as an intelligent system that can automatically create and customise virtual spaces based on user preferences and design principles. It's set to revolutionise how interior designers and retailers present spaces to their customers.'
What was the greatest challenge for the industry in 2024 and will it inform your strategies for 2025?
'The biggest challenge in 2024 was customer engagement in an increasingly crowded market. Many companies were offering similar solutions, making it difficult to capture and maintain customer attention. This has directly informed our 2025 strategy, particularly in developing our AI curation engine, which will offer a truly differentiated and personalised experience.'
How do you look back on 2024?
'2024 was a year of contrasts. While the industry faced financial headwinds and sales challenges – something that affected everyone – it was also a remarkable year for technological advancement in AR and AI. These developments have laid a solid foundation for what we believe will be an extraordinary year for immersive experiences in 2025.'
More information:
Growm
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www.growm.io