Nestlé rolls out AI-powered digital twin platform for packaging and product content

Nestlé has introduced a new in-house AI-driven service designed to streamline the creation of high-quality product visuals for use across eCommerce and digital media platforms.

At the core of this initiative is the deployment of digital twins—precise 3D virtual replicas of physical products—developed using NVIDIA Omniverse and based on the OpenUSD framework. These digital twins make it possible to adapt or localise packaging content virtually, allowing Nestlé to generate campaign assets tailored to different regions, seasons, or formats without the need for repeated physical reshoots.

The technology is now being scaled internally, enabling marketing and creative teams to produce visuals more efficiently and cost-effectively. Nestlé’s Integrated Marketing Services (IMS), which comprises 250 specialists across seven global hubs, will play a key role in implementing the system. Additionally, 45 content studios around the world will utilise the platform to create materials for both global and regional brand campaigns.

This approach supports the increasing demand for agile digital content production, where successful campaigns often require multiple ad formats for social media, video platforms, and other channels. It also offers greater flexibility in updating packaging visuals in line with brand evolutions or market-specific requirements.

David Rennie, Head of Strategic Business Units, Marketing and Sales at Nestlé, said: 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. 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.

The new content ecosystem is being developed in collaboration with Accenture Song. It leverages NVIDIA AI Enterprise for generative content capabilities and is hosted on Microsoft’s cloud infrastructure for scalability and security.

Brands already benefiting from the rollout include Nescafé Dolce Gusto, Nespresso, and Purina, with broader implementation expected across Nestlé’s portfolio.