VEVEY, SWITZERLAND — Nestlé announced it is launching a new in-house, Artificial Intelligence (AI) service to create high-quality product content for its various brands, including Purina. The content service will be based on digital twins, providing exact virtual replicas of physical products. 

Through the service, product packaging will be digitally adjusted, enabling integration into various environments, such as for seasonal campaigns or channel-specific formats. According to Nestlé, this will allow new creative content to be generated through AI, without needing to reshoot creative from scratch. It was created in partnership with Accenture Song, developed on NVIDIA Omniverse and in OpenUSD. 

The new AI service will support the company’s content creators and add to its Integrated Marketing Services (IMS). According to Nestlé, the content service will better position its brands in the fast-moving digital environment, especially on social media platforms and streaming services. 

“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 organization 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.”

Nestlé currently has a base of 4,000 digital master products, primarily for its global brands, and hopes to have a total of 10,000 products converted into digital twins in the next two years. The new service will reduce time and costs associated with scaling digital twins by more than 70%, allowing assets to be created at a faster pace and higher quality, according to Nestlé. 

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