Nestlé has launched an AI-powered in-house service to “create high-quality product content at scale” for online sales channels and social media marketing.
The fmcg giant has created “exact 3D virtual replicas of physical products” – called digital twins – which can be quickly adjusted or localised digitally, for use in different markets, sales channels or seasonal campaigns.
“This means that new creative content can be generated using AI, without having to constantly reshoot from scratch,” the company explained.
The effort has commenced with several brands including Purina, Nescafé Dolce Gusto and Nespresso.
Nestlé said it currently has 4,000 three-dimensional “digital master products” – mainly for global brands – with the ambition to have 10,000 products converted into digital twins in the next two years.
The new internal service reduces the time and cost associated with scaling digital twins by over 70%, Nestlé said, “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. 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.
“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.”
The service has been developed in partnership with Accenture Song, built on the NVIDIA Omniverse 3D graphics collaboration platform and uses NVIDIA AI Enterprise for Generative AI. It is hosted on Microsoft cloud systems.
It will be used by Nestlé’s Integrated Marketing Services (IMS) function, which comprises 250 marketing experts in seven marketing hubs globally who work on digital twin scaling and localisation of content, as well as 45 content studios that deliver creative assets for Nestlé’s global and local brands.
The roll-out of the service makes the technology “faster and more cost-effective, putting it at the fingertips of content creators across the company”, Nestlé said.
“The new content service means Nestlé can 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,” the company said.
Nestlé has more than doubled the percentage of sales from online in the last five years, and is now moving towards 20% of total sales from online channels.
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