Unilever revealed it’s using AI to enable faster product photoshoots with a new tech that re-creates a realistic digital version of products.
The global consumer brand said it is creating ‘digital twins of every pack’ using tech such as Real-Time 3D, Nvidia Omniverse and OpenUSD.
These tools are used to generate images based on the measurement and shade of each Unilever product, creating realistic imagery and speeding up the product image production process.
Unilever said the AI tools are helping its marketers repurpose languages, wording, and backgrounds – developing different variants of assets.
Calling the process, ‘digital twins’, the tech is reducing imagery duplication across the content creation process from an average of five-to-one.
Creating these ‘digital twins’ is speeding up production and marketing processes and reducing the time to bring products to market, Unilever revealed.
The consumer goods giant, that’s home to brands like Dove, Nexxus, TRESemmé and Ben & Jerry’s, outlined the audience-impact of these tools – which led to a 65 percent faster turnaround in content creation, three times faster user attention, and double the number of click-through rates.
“This isn’t just about pushing out more content – anyone can do that,” said Esi Eggleston Bracey, Unilever’s Chief Growth & Marketing Officer. “It’s about starting with a deep understanding of people’s needs and desires, using creativity to create campaigns to cut through and connect with people, and a high-quality content creation machine to deliver desire at scale.”
“Our product twins can be deployed everywhere and anywhere, accurately and consistently, so content is generated faster and on brand. We call it creativity at the speed of life.”
