Connecticut-based 3D and virtual reality startup Infinite Reality aims to leverage the computing and generative AI power of Google Cloud through a multi-year deal, the company announced on Thursday.

With the new arrangement, which includes incorporating Google’s Gemini AI, Infinite Reality said customers and brands will be able to create AI-powered 3D virtual worlds and immersive environments for websites and apps.

“Our partnership with Google is laying the foundation for massive adoption of immersive technologies,” Rachel Jacobson, the company’s president of business ventures and partnerships,  told Decrypt. “They’re Google, they work with everyone, and together with Infinite Reality, we’re going ‘all in’ on deploying new AI and 3D immersive solutions that will upgrade customers’ digital platforms.”

Infinite Reality launched in 2019, and has previously worked with The Drone Racing League, TalentX, Landvault, Fearless, and Thunder Studios.

Jacobson said that Infinite Reality is focused on not just delivering beautiful, bespoke end-to-end builds for large clients, but also extending its software to brands of all sizes through its iR Studio.

“We’re aiming to democratize access to immersive tech with the iR Studio, and the Google partnership plays a big part in accomplishing this goal,” she said.

From a customer experience standpoint, Infinite Reality said brands will be able to deploy AI ambassadors for customer service, sales, and community management, and managers will be able to access analytics on visitor engagement.

“I’m an online shopping mom of teenagers who spent the majority of my career in sports—working at the NBA, then the Drone Racing League,” Jacobson said. “So I’m particularly excited about how Infinite Reality will reimagine e-commerce, education, and sports for next-generation customers that demand more immersive and social digital experiences.”

“Generative AI has the potential to revolutionize our everyday tasks and workflows,” Albert Lai, director of media and entertainment for Google Cloud, told Decrypt. ”We're dedicated to making this happen by applying gen AI in practical ways that benefit both our customers and partners.”

Because of Google’s deep focus on artificial intelligence, the company said it is ready to show customers and companies alike its real-world AI capabilities.

“While others hype up generative AI, Google Cloud takes a pragmatic approach,” he said. “Our focus is on improving daily experiences, both big and small, and empowering our partners and customers to use this technology responsibly and effectively to drive growth.”

As Lai explained, Infinite Reality will use Gemini to help partners build more personalized customer relationships. He said Infinite Reality will be able to host 3D spatial websites, streaming large amounts of media to many concurrent users at the same time, and power activities like shopping that require a hefty amount of power.

“Through our partnership with Infinite Reality, we're empowering customers across e-commerce, sports, entertainment, and education to create captivating, inclusive digital experiences that resonate with today's audiences,” Lai said. “Our goal is to help transform the way brands connect and thrive in the 21st-century digital landscape.”

Google has invested heavily in generative AI. Earlier this year, during Google I/O, the tech giant revealed a series of AI-powered upgrades to its suite of tools, including the GPT-like Gem customizable chatbots.

In August, Google revealed even more AI-focused upgrades with the public launch of the Imagen 3 image generator, which the company announced during Google I/O. That same month, Google announced that it would be replacing Google Assistant with Gemini Live. This AI-powered chatbot allows for free-flowing, conversational interactions, including hands-free use and multiple voice options.