Nestlé has announced the launch of a new AI-powered in-house service that will create product content at scale for e-commerce and digital media channels.
The new content service is based on digital twins, developed on NVIDIA Omniverse and in Open USD. Digital twins are exact 3D virtual replicas of physical products. They allow product packaging to be adjusted or localised digitally, enabling seamless integration into various environments, such as seasonal campaigns or channel-specific formats.
This means that new creative content can be generated using AI, without having to constantly reshoot from scratch.
This roll-out scales up the technology in-house at Nestlé and makes it faster and more cost-effective, putting it at the fingertips of content creators across the company. That includes Nestlé's Integrated Marketing Services (IMS), with 250 marketing experts in seven marketing hubs who work on the digital twins scaling and localisation of content, as well as 45 content studios around the world that deliver creative assets for Nestlé's global and local brands.
Nestlé said the new content service will enable it to better position its iconic brands in a fast-moving digital environment, where campaigns on social media platforms and streaming services now often require six or more different ad formats to be successful and where product packaging is changed constantly.
Nestlé already has a baseline of 4,000 3D digital master products – mainly for global brands – with the ambition to have a total of 10,000 products converted into digital twins in the next two years across global and local brands.
“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,” David Rennie, head of strategic business units, marketing and sales at Nestlé, said.
“Our new content organisation 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.”
Nestlé is accelerating its digital transformation, including customer and consumer personalisation at scale. The company has already reached 72 per cent of media investment in digital and more than 340 million first party data records.
Nestlé has more than doubled the percentage of sales from online in the last five years, consistently growing faster than the channel and gaining market share and now moving towards 20 per cent of total sales from online channels.
