Nestlé is launching 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’s Omniverse platform and in OpenUSD. 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 reshoot from scratch.
The world’s largest food manufacturer noted that the rollout scales up the technology in-house and makes it faster and more cost-effective, putting it at the fingertips of content creators across the company. This 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 the company’s global and local brands.
Nestlé stated that the new content service means it can better position its brands, such as Purina, Nescafé Dolce Gusto, and Nespresso, in a fast-moving digital environment, where campaigns on social media platforms and streaming services can often require six or more different ad formats to be successful and where product packaging changes constantly.
Nestlé already has a baseline of 4,000 3D digital master products – mainly for its 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. This new service reduces the time and cost associated with scaling digital twins by over 70%, meaning assets can be created at an accelerated pace and at higher quality.
“We want to connect with consumers where they are and how they want, with the right message at the right time,” said David Rennie, Head of Strategic Business Units, Marketing and Sales at Nestlé.
“That means providing engaging content in multiple formats to fit the wide variety of online media platforms and formats available. 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.”
NAM Implications:
- Just an inkling of what it means to take on global FMCG rivals…
