AI’s most significant limitation isn’t creativity. Its accuracy.
AI has transformed the speed at which we can create. But when it comes to brand visuals, speed without precision can be costly. Distorted logos, altered pack shapes, inconsistent colours. Even the slightest inaccuracy can damage trust and dilute years of brand investment.
That’s why digital twins are becoming the quiet revolution behind AI-ready marketing. They don’t decide what to make (your teams still do), but they make sure what’s created is right.
The foundation AI has been missing
In his recent Marketing Society article, Collective’s Chief Growth Officer Oliver Disney explores how digital twins give brands a foundation of truth for every image, animation, and campaign.
Unlike standard 3D assets, digital twins are built from CAD data with measured materials, meaning they understand light, transparency, and texture, just like the real product.
This enables AI and CGI tools to generate consistent, accurate visuals automatically, without compromising brand integrity. As Oliver explains, “Teams still decide what to make; twins just make sure that it’s right.”
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Crucially, this isn’t about replacing teams, it’s about freeing them to focus on ideas, not the logistics of production.Oliver Disney
Chief Growth Officer, Collective
Proof in practice: Unilever’s content transformation
Unilever’s adoption of digital twins shows how strong foundations accelerate performance:
- 50% lower production costs
- 2× faster content creation
- 100% brand consistency across every region and format
By building physically accurate twins for their brands, Unilever can now reuse, adapt, and automate content at scale, confident that every visual remains on-brand.
From craft to automation
Digital twins bridge the gap between creative craftsmanship and scalable automation.
- Build from truth: Start with pixel-perfect accuracy.
- Automate with confidence: Let AI extend what’s already correct.
- Stay open and interoperable: Work seamlessly across tools, teams, and partners.
In doing so, brands unlock both the power and pace of AI, without the risk of “AI slop” or brand drift.
