NVIDIA, Microsoft, and Accenture Song are collaborating with Nestlé to deploy AI-powered digital twins for large-scale marketing content creation, using virtual 3D replicas of products to generate personalized campaigns without constant reshooting. This partnership positions Nestlé at the forefront of retail’s digital transformation, where AI marketing revenue is projected to reach $47 billion this year and brands using digital twins report 30% faster content production cycles.
What you should know: Nestlé has built a library of 4,000 3D digital products and plans to convert 10,000 products into digital twins within two years.
- More than 250 Nestlé global digital specialists are using these solutions to enable brand marketing strategies at scale.
- The system allows for digital adjustment and localization of product packaging without physical reshooting.
- Digital twins are powered by NVIDIA Omniverse libraries running on Microsoft Azure with OpenUSD integration.
How it works: The platform combines advanced simulation and generative AI into existing 3D workflows through cloud-based APIs and services.
- NVIDIA Omniverse on Azure enables building and integrating AI into 3D workflows with OpenUSD capabilities.
- The Omniverse Development Workstation on Azure removes complexity from configuring software packages and GPU drivers.
- Marketing teams can create ultra-realistic 3D product previews and immersive augmented reality experiences for customers.
The big picture: Digital twins are transforming multiple aspects of retail marketing beyond content creation.
- Content creation: Automated generation of photo-realistic marketing content at scale with faster campaign iterations.
- Predictive analytics: Integration with data sources provides insights into customer behavior and trend prediction.
- Product configuration: Real-time customization and visualization capabilities improve online shopping experiences.
- Immersive experiences: Streaming to AR and VR devices enables consumers to explore products interactively.
Why this matters: Brands leveraging digital twins are achieving significant operational improvements in the fast-paced retail landscape.
- Companies report up to 30% faster content production cycles and substantial cost savings in creative development.
- The technology enables rapid response to shifting customer demands through personalized marketing strategies.
- Digital twins can simulate store layouts and optimize customer interactions, while AR tools help employees with inventory management.
Who else is involved: Accenture Song, the world’s largest tech-powered creative group, serves as the systems integrator, offering comprehensive services from product design to marketing transformation.
- The company creates cinematic 3D environments through conversational prompts.
- At this year’s Cannes Lions Festival of Creativity, Accenture Song demonstrated how technology and creativity can be effectively combined.
- The collaboration showcased how major organizations can use these tools to create memorable marketing strategies and campaigns.
Competitive landscape: The digital transformation of retail marketing is accelerating across the consumer packaged goods sector.
- Global AI marketing revenue is projected to soar from $47 billion this year to above $107 billion by 2028.
- Retailers can create digital twins of stores to evaluate different layouts and optimize customer interactions.
- When connected with in-store data, the platform can uncover insights into customer behavior and sales statistics.
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