AI provides retail and shopper items manufacturers a wealth of options that rework creativity and scale back time and value of resource-intensive duties throughout the content material provide chain. As witnessed on the Cannes Lions Pageant of Creativity in June 2025, AI is the brand new “plus one” to advertising chiefs and company leaders. Nonetheless, the potential of AI unleashed new strain to chief advertising officers to not solely scale proof of ideas (POCs), however show their worth—all whereas preserving the advertising engine operating at a breakneck tempo.
For shopper packaged items (CPGs), delivering customized content material throughout channels requires a number of iterations of product pictures, fixed reshoots, tweaks, packaging design changes, and localization by area. This may be all-consuming for creatives, who’re rebuilding or recreating imagery consistently to fulfill the second.
Think about if manufacturers may leverage AI digital twins to create and combine high-quality, customized product content material at scale—merely, cost-effectively, and in a fraction of the time. AI and 3D digital twins make it attainable, proving AI investments ship on decreased time and velocity to innovation.
In a current put up, we mentioned how AI isn’t only a instrument—it’s the muse for constructing aggressive benefit. Let’s stroll by way of three strategic areas the place digital twins supply distinctive outcomes for advertising groups seeking to ship extra.
1. Beginning with product imagery
In line with EMARKETERcontent material creation would be the prime finances precedence AI use case for chief advertising officers worldwide. Why? Producing product pictures at present requires manufacturers to spend an enormous chunk of their finances to consistently reshoot and edit pictures. With digital twins, manufacturers have the flexibleness and scalability at low value to create hundreds of variants on a single product picture, together with labels, packaging, and language codecs—all inside a single file.
AI empowers not solely productiveness however creativity. Digital twins are hyper-realistic, enabling content material managers to simply and endlessly modify or increase on an idea utilizing a 3D product mannequin with a number of clicks. Creatives can reallocate time spent in operational “to do’s” to storytelling, technique, and supply by channel. Manufacturers may even showcase merchandise in each static and dynamic codecs as a result of AI fashions aren’t restricted to 1 dimension.
Web-net: Digital twins for product pictures, movies, and interactive experiences simplify content material workflows and mean you can:
Generate countless product pictures or movies utilizing a single digital twin.
Refresh imagery for markets or seasons with out reshoots.
Scale back repetitive labor for creatives whereas shortening manufacturing timelines.
Take a look at artistic ideas immediately with out including prices.
Replace visuals throughout manufacturers seamlessly.
Making it actual: Nestlé reduces related time and value by 70% with scaling digital twins
Just lately, Nestlé—the world’s largest meals and beverage firm—collaborated with Microsoft, Accenture Trackand NVIDIA to construct and launch a brand new AI-powered in-house service to create high-quality product content material at scale.
With its new digital twin content material provide chain powered by NVIDIA Omniverse on Microsoft Azure and utilizing Microsoft AI options, content material creators throughout Nestlé’s 45 content material studios around the globe can ship high-quality artistic belongings at scale for e-commerce and advertising communications. Nestlé’s Built-in Advertising and marketing Companies (IMS)—250 advertising consultants in seven hubs—are engaged on scaling the digital twins and driving content material localization.
Nestlé already has a baseline of 4,000 3D digital merchandise, primarily for international manufacturers, with the ambition to transform a complete of 10,000 merchandise into digital twins within the subsequent two years throughout international and native manufacturers.
Proving the worth of AI investments in digital twins:
70% decreased time and value related to scaling digital twins.
Quicker content material manufacturing for a number of manufacturers, together with Purina, Nescafé Dolce Gusto, and Nespresso.
Higher capability to place iconic manufacturers in a fast-moving digital surroundings.
Seamless updates for seasonal campaigns or channel-specific codecs.
For Nestlé, these applied sciences are proving to be catalysts for artistic ingenuity, revolutionizing artistic workflows in design, supercharging content material creation, and enabling nuanced personalization—positioning Nestlé on the forefront of selling.
Be taught extra from this video about conversations Chief Advertising and marketing Officers had with Microsoft on the current Cannes Lions Pageant of Creativity occasion:
2. Digital twins allow game-changing one-to-one shopper experiences
Digital twins are producing lifelike digital experiences that not solely improve the consumer journey but additionally hyper-personalize every touchpoint to create memorable model moments. AI has enabled interoperability between datasets to unlock on-line configurators, digital actuality product trials and visualizations, and in-store shows.
Web-net: Embedding AI in consumer experiences is permitting shopper and retail items firms to allow:
Strive-ons for magnificence merchandise and vogue.
Configurators for customized merchandise.
Interactive, 360-degree product views.
The period of AI ushers in a world of “intelligence on faucet.”
Think about if AI-powered digital product twins merge product imagery and shopper insights to create visuals focused to particular viewers segments and even particular person clients.
A mix of insights and digital twin content material creation empowers entrepreneurs to optimize for higher impression and even map future traits. The worth of constructing digital twins goes past countless product picture creation. CPG manufacturers are actually leveraging AI to attach real-time marketing campaign insights to their content material studios as a major use case to show worth. Brokers are being constructed to carry out viewers simulations, check pictures, content material, and even segmentation technique to drive increased return on advert spend (ROAS) and even predict impression.
Web-net: Use AI to attach media insights and content material to:
Simulate, refine, and check advertising situations and shopper responses.
Improve marketing campaign effectiveness with real-time, iterative suggestions.
Take a look at and optimize customized advertising methods at scale.
Mannequin buyer segments and predict marketing campaign outcomes.
As AI continues to evolve conventional processes and improve productiveness, entrepreneurs know human creativity stays a vital useful resource. With digital simulations and AI collectively, you may reallocate your beneficial assets to extra strategic, artistic duties; scale back prices and danger; and assist your advertising groups optimize spend and focus in your primary KPI: progress.
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Michele Fisher
World Technique Director
Michele Fisher (she/her) is a World Technique Director at Microsoft and a sought-after model advisor specializing in advertising innovation with AI. Her experience spans a number of sectors, with explicit deal with retail and shopper items. She’s led modern resolution methods on the intersection of expertise and buyer expertise at Microsoft, Amazon Advertisements, and The Walt Disney Firm. Michele lives in Kirkland, Washington, together with her husband, three children, and furry coworker, Butters the Labradoodle.
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