Unilever has “reinvented” its product shoots by using AI-driven technologies to create “pixel-perfect” product twins.
According to the brand, the introduction of AI technologies, such as the NVIDIA Omniverse, will help “boost product desirability, reduce complexity and accelerate content creation”.
The tech creates digital twins of Unilever’s products, producing imagery “faster, cheaper and more consistently”. Its digital content will contain information on its variants, labels, packaging and language formats within a single file.
The work was designed by the technology and creative company Collective.
Unilever stated at NVIDIA’s GTC conference that adopting ‘Open Universal Scene Description’ will allow for greater compatibility across its systems and suppliers.
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Esi Eggleston Bracey, chief growth and marketing officer at Unilever, said: “We’ve transformed what was once a complex, slow process into a marketing system that frees up our teams to focus on what they do best – think bigger, be creative, push boundaries and create magic for our brands.”
“This isn’t about pushing out more content, anyone can do that. It’s about starting with a deep understanding of people’s needs and desires, executing our campaigns with creativity and backed by a high-quality content creation machine to deliver desire at scale.”
The firm’s Beauty and Wellness lines were the first to pilot the AI systems which have now been integrated into the content creation workflow across TRESemmé, Dove, Vaseline and Clear brands.
According to Unilever, this move has led to savings of 55% and 65% faster turnover of content.
Steve Barnes and Adam Cleaver, founding partners at Collective, said working in partnership with Unilever “has been a truly incredible experience”.
“Real-time 3D and AI-driven technologies… will ensure the future of creativity in marketing and advertising is infinitely scalable and will inspire better ideas than ever,” they said.
