As brands personalize experiences across an ever-growing number of channels, demand for new content is growing exponentially. While generative AI and workflow automation help brands scale production, they are not sufficient for industries such as automotive, high tech, and manufacturing, where the product must be depicted exactly as it exists in the physical world. In these industries, imagery must remain grounded in physical truth, accurately reflecting geometry, materials, and variants. The challenge is ensuring that every asset remains accurate and on-brand. To deliver enterprise-grade marketing content at scale, AI requires a reliable anchor — the pixel-perfect 3D digital twin.
How does a 3D digital twin unlock the promise of generative AI.
A digital twin is more than a 3D asset — it is a photorealistic virtual replica of a physical product that encodes its geometry, materials, and manufacturable variants, such as color, finish, and configuration. By consolidating this information into a single- governed source, brands establish a persistent digital identity for their products. This foundation is critical for generative AI. While generative AI can create infinite environments, lighting, and creative contexts, brands cannot compromise on the hero asset itself. A 3D digital twin preserves the product’s exact, photorealistic identity while generative AI expands the world around it, enabling limitless creative variations without sacrificing brand integrity.
Bringing the best of Adobe and NVIDIA together.
Leveraging NVIDIA’s technologies, Adobe is enabling marketing content production at scale with a cloud-native, identity-preserving 3D digital twin workflow platform. NVIDIA-accelerated computing combined with NVIDIA Omniverse libraries — OpenUSD for universal data interchange, NVIDIA RTX-based rendering, and NVIDIA Omniverse Kit App Streaming for real-time cloud streaming — provide the infrastructure required to operate the 3D digital twin at scale. This foundation enables high-fidelity rendering, cloud-based scene execution, and pixel streaming, ensuring the 3D digital twin remains visually exact and performant without specialized hardware.
Adobe brings the creative and marketing platform for workflow-driven, scaled asset production. It enables creative and marketing teams to take a single digital twin and generate on-brand content through intuitive, governed workflows, without requiring deep 3D expertise.
At the core is Adobe Firefly Creative Production for Enterprise, which enables creative technologists and marketers to create custom multi-modal workflows to produce marketing assets at scale, while Adobe Substance 3D applications and automation APIs power the bulk creation and management of the digital twin. Furthermore, Adobe Frame.io and Adobe Experience Manager offer a cloud-based marketing system that embeds centralized asset management, review, and approval directly into the workflow.
All of this is standardized on OpenUSD, ensuring interoperability of the 3D assets. By embracing open standards and cloud-native workflows, Adobe and NVIDIA are helping democratize access to 3D assets for marketing content creation, making it accessible far beyond traditional 3D specialists. In partnership with NVIDIA, Adobe is launching a cloud-native, brand identity-preserving 3D digital twin solution (public beta).
Where this comes to life.
Anchored in the 3D digital twin, generative AI initially enables three high-impact marketing use cases, with additional applications to follow as the platform evolves.
- Packshots: Pixel-perfect, SKU-accurate packshots can be generated automatically at scale, reducing dependency on physical samples and traditional studio photography.
- Composite imagery: Real products sourced from the digital twin can be placed into AI-generated environments, enabling storytelling without sacrificing accuracy or brand consistency.
- Product configurators: These enable guided customization of products with real-time visualization, ensuring every variation is accurate, on-brand, and ready for activation across channels.
The value for customers.
The 3D digital twin becomes a reusable, long-lived asset that streamlines fragmented production pipelines. Marketing and product teams can work in parallel without waiting for physical manufacturing before content creation begins. Teams iterate faster without compromising accuracy. Most importantly, brands regain control over how their products appear everywhere they show up.
From speed to confidence.
As generative AI becomes ubiquitous, the real differentiator is on-brand authenticity. By fusing the pixel-perfect digital twin within AI-generated environments built using NVIDIA’s technologies, Adobe helps brands scale creativity without compromising product authenticity and brand trust.
Nishthaa Bhardwaj is a product and marketing leader with over 15 years of experience in building and scaling enterprise SaaS platforms. She currently serves as Group Product Marketing Manager for Firefly Enterprise Services at Adobe, where she leads go-to-market strategy for AI-powered creative workflows that help enterprises scale content production through automation and generative AI.
Prior to Adobe, Nishthaa held product leadership roles at Miro, Productiv, and Coupa, where she launched AI-driven collaboration capabilities, built 0-to-1 enterprise products, and led strategic initiatives that expanded platform adoption and revenue growth. Nishthaa holds an MBA from the University of California, Davis.
