In the fast-paced retail environment, consumer preferences can change quickly, so businesses must do more than simply stay relevant—they must stand out. That calls for not only ingenuity but also highly customized marketing tactics that connect and change with each consumer encounter.
AI is increasingly widely used by marketers for campaign optimization, data-driven customisation, and content creation. The retail and consumer packaged goods industries are seeing a rapid increase in the adoption of technology, which is changing how brands interact, function, and compete.
NVIDIA and Microsoft are assisting businesses in these industries, such as Nestlé, the industry leader in food and beverage, in utilizing AI and 3D digital twins, which are virtual representations of actual items, processes, or surroundings, to revolutionize creative workflows and spur marketing innovation. With the help of OpenUSD (Universal Scene Description), NVIDIA Omniverse libraries on Microsoft Azure, and integration with Accenture Song, marketers can collaborate in real time, create interactive experiences, and manage 3D assets.
Changing Marketing Through The Use Of Digital Twins
With global AI marketing revenue expected to exceed $47 billion this year and rocket above $107 billion by 2028, the digital transformation of retail marketing is rapidly advancing. In the meanwhile, companies who use digital twins report considerable cost reductions in creative development and up to 30% faster content production cycles. These dynamic models are opening up new avenues for creative and marketing workflows, such as:
- Content creation: By automating tedious operations and facilitating quicker revisions on creative campaigns, digital twins may produce high-quality, photo-realistic marketing content at scale.
- Predictive analytics: Companies may learn more about consumer behavior, forecast trends, and improve marketing tactics by integrating digital twins with data sources.
- Product configuration: For better online shopping experiences and more focused marketing activities, users can instantly configure and visualize products using interactive digital twins.
- Immersion for customers: Interactive digital twins can also be transmitted to augmented and extended reality devices, providing customers with immersive product exploration experiences.
A company’s marketing activities can benefit from these applications of digital twins in a number of ways, including as cost savings, improved speed in developing campaigns and products that meet changing consumer needs, and more efficacy in customizing initiatives.
How Nestlé Has Used Innovative, Tech-Forward Tactics?
The largest food and beverage corporation in the world, Nestlé, is already receiving assistance from NVIDIA, Microsoft, and Accenture Song in leveraging digital twins, artificial intelligence, and a variety of associated technologies at scale to support tech-forward marketing initiatives.
This partnership is launching an internal, AI-powered solution to provide high-quality product content for digital media and e-commerce platforms at scale. Nestlé can produce precise 3D virtual models of real products using digital twins enabled by NVIDIA Omniverse. These models allow Nestlé to digitally modify or localize product packaging. This eliminates the need to continuously reshoot from the ground up and allows for the creation of new creative content.
These technologies are used by more than 250 Nestlé global digital specialists to support the company’s brand marketing efforts on a large scale. With the goal of turning 10,000 items into digital twins over the course of the next two years, Nestlé now has a library of 4,000 3D digital products, mostly for international brands.
Using The Microsoft And NVIDIA Platforms To Enable Digital Marketing
Nestlé’s strategy is a prime example of how retail firms may profit from cutting-edge digital marketing tactics, but doing so calls for the appropriate tools and knowledge. Nestlé and other businesses can use the robust platform that NVIDIA Omniverse on Microsoft Azure and OpenUSD offer to accomplish creative change.
Building and smoothly incorporating cutting-edge simulation and generative AI into current 3D processes is made possible by NVIDIA Omniverse on Azure. OpenUSD and other sensor and renderer apps can be effortlessly integrated by developers thanks to the APIs and services offered by this cloud-based platform. The advantages of OpenUSD speed up teams, projects, and workflows for producing 3D settings and assets for expansive, AI-powered virtual worlds.
By eliminating the time and complexity involved in setting separate software packages and GPU drivers, the Omniverse Development Workstation on Azure speeds up the process of creating Omniverse apps and tools. Marketing teams can develop incredibly lifelike 3D product previews and surroundings with NVIDIA Omniverse on Azure and OpenUSD, allowing customers to explore a retailer’s products in an entertaining and educational way. Customers may virtually test-drive a car or explore how new furniture might fit in an existing area with the platform’s immersive augmented and virtual reality experiences.
In order to test and assess various layouts and maximize customer interaction, merchants can use NVIDIA Omniverse to assist generate digital twins of their stores or in-store displays. With the use of these augmented reality solutions, staff members can monitor, stock, and reset inventory or sales shelves by superimposing digital data onto the actual store. NVIDIA Omniverse on Azure can even uncover insights into sales data and consumer behavior when paired with in-store data and a digital twin.
Working With Accenture Song To Create Effective Digital Marketing
The largest tech-powered creative firm in the world, Accenture Song, served as a systems integrator for Nestlé’s digital marketing platform adoption. The company provides a wide range of services, such as marketing transformation, technological platforms, and product creation. Accenture Song uses conversational cues to create cinematic 3D environments for completely immersive 3D scenes and digital twins, with assistance from NVIDIA.
Accenture Song demonstrated to visitors at this year’s Cannes Lions Festival of Creativity how creativity and technology can be successfully combined to produce compelling outcomes. Nestlé is now a leader in the digital transformation of consumer packaged products marketing thanks to the partnership between NVIDIA, Microsoft, and Accenture Song. Nestlé is able to strengthen customer relationships and propel corporate expansion through improved consumer personalization, redesigned operations, and innovation.