Nestlé is taking a significant step in the digital transformation of its brand communication: The Group has launched a new, company-wide AI-supported content service that makes it possible to produce high-quality, large-scale product content for e-commerce and digital media channels - much faster and more cost-effectively than before.
At the centre are so-called digital twins: photorealistic 3D models of physical packaging, developed on the basis of NVIDIA Omniverse and OpenUSD. These virtual replicas made it possible, Change or localise product packaging digitally, e.g. for seasonal campaigns, social media ads or specific platform formats - without new photo shoots.
Digital twins reduce costs by 70 per cent
Nestlé already has 4,000 digital master products for global brands, which are to be expanded to 10,000 digital twins over the next two years - including for local brands. The new service will reduce time and production costs for content by over 70 per cent, while at the same time improving quality, according to the company.
Global scaling - localised content
The system is used company-wide in Nestlé's Integrated Marketing Services (IMS) with 250 experts in 7 hubs and 45 content studios worldwide. It enables product packaging to be adapted more quickly to market and target group requirements - for example through different languages, colour schemes or format specifications for platforms such as TikTok, Instagram, YouTube or streaming services.
Partnership with Accenture Song, NVIDIA and Microsoft
The content service was developed in collaboration with Accenture Song. The underlying technology is based on NVIDIA Omniverse (for 3D visualisation), NVIDIA AI Enterprise (for generative AI) and is hosted via Microsoft Cloud infrastructure.
Strategic goal: Personalised experiences and digital efficiency
The new service strengthens Nestlé's ambitions in personalised digital consumer targeting. Currently, 72 per cent of media spend already comes from digital and the company has 340 million first-party records. Over the past five years, Nestlé has more than doubled the share of online sales - with a target of 20 per cent of total sales through digital channels.
„Our aim is to provide the right content at the right time in the right formats. Thanks to AI, digital twins and our strong team, we will be able to do this more efficiently and effectively than ever before.“
David Rennie, Head of Strategic Business Units, Marketing & Sales at Nestlé
Source: Nestlé
