Campfire helps industrial teams turn complex product and process knowledge into shared, guided spatial experiences. Teams around the world already use Campfire for training, reviews, validation, and technical walkthroughs. Spark is built on that same foundation. Spark is the AI assistant for physical work: it understands 3D/CAD models and their parts alongside the materials that describe them, then guides people through the work visually and verbally, one step at a time. Because experts preview and approve the procedure Spark follows, the same guided instruction can be delivered reliably to anyone, anywhere — on a screen, tablet, or headset — with Spark answering questions as they come up along the way.
Campfire was founded by Jay Wright and Roy Ashok, who first joined forces at Qualcomm in 2008 and built Vuforia into the most influential and widely used AR product to date. Then in 2018, they started Campfire to give enterprise teams a modern way to share and communicate about complex 3D products across the product lifecycle. Campfire’s leadership has spent nearly two decades at the forefront of immersive technology. In 2024, Jay was recognized for his pioneering work in the industry as an inaugural inductee into the XR Hall of Fame. Campfire has won Auggie Awards for Best Enterprise Solution in 2024 and Best Collaboration Tool in 2025, and was named to the D3D 30 in 2025.
A correct answer isn’t the same as guidance someone can naturally understand and follow. Complex physical work needs to be shown as well as explained, and AR is what makes it possible to show it life-size.
Physical work is spatial, so an AI assistant for physical work needs to deliver guided instruction on spatial devices — and AR is one of the most immersive forms that guidance can take.
Organizations of all sizes are tapping into the potential of rapidly expanding and converging AR fields and communication channels to visualize data and instructions overlaying digital assets in the real world in real time.
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