Nestlé Deploys AI and Digital Twins to Scale Global Content Creation

• Nestlé launches an in-house AI-powered service to create high-quality product content for digital media and e-commerce across brands like Nescafé and Purina.
• The system uses 3D digital twins built on NVIDIA Omniverse, intending to reach 10,000 assets and cut production time and cost by over 70% for global and local brands.

Nestlé has introduced a new AI-driven content service that enables faster, scalable creation of product visuals for digital and e-commerce platforms. This internal initiative leverages digital twins, precise 3D replicas of physical products, which can be digitally adjusted and placed into various content formats without the need for constant reshoots. The service integrates NVIDIA Omniverse for modeling, is developed in OpenUSD, and is hosted on Microsoft infrastructure.

The rollout supports Nestlé's global network of 250 marketing experts and 45 content studios, helping them adapt product packaging for different markets and create content tailored to specific digital platforms more quickly. With 4,000 digital master products already created, Nestlé aims to reach 10,000 digital twins across its global and local brand portfolio in two years.

"We want to connect with consumers where they are and how they want, with the right message at the right time. That means providing engaging content in multiple formats to fit the wide variety of online media platforms and formats available," said David Rennie, Head of Strategic Business Units, Marketing and Sales at Nestlé, in a news release on the company's website. "Our new content organization means we can do more with the talented teams we have, leveraging their skills to produce high-quality, consistent, scalable content supported by AI digital assistants and digital twin technologies. This is a big step forward in our journey to reimagine content creation and deliver exceptional digital experiences."

This new capability positions Nestlé to better meet the dynamic demands of digital advertising, where multiple ad formats and rapid packaging updates are common. Developed in partnership with Accenture Song, the system enhances the company’s broader digital transformation, which now sees 72% of its media investment in digital and a growing share of online sales nearing 20%. Nestlé has more than doubled its online sales share over the past five years, consistently outpacing channel growth and gaining market share, with online now approaching 20% of total sales.

🌀 Tom’s Take:

3D is the next big investment for brands, and Nestlé knows it! This is a fantastic example of the power of digital twins for marketing, which not only allows 3D assets to quickly generate image and video content but also enables a brand to swiftly enter virtual worlds such as Roblox and Fortnite, as well as augmented reality and virtual reality experiences.

Source: Nestlé