Digital Twins: the new backbone of product content
Written by
Rachel Horvelin
14 nov 2025
Table of contents
Digital Twins: the new backbone of product content
Content production always has the same pattern: more channels, more formats, more last-minute asks.
eCommerce needs promo visuals for PDPs. Retailers demand specific layouts. Social wants trendy videos daily and local markets want their own twists.
The volume keeps growing. The expectations keep rising. The underlying workflow, though, is still built around samples, photoshoots, retouching, and post-production. It’s a 20th-century process trying to serve 21st-century needs.
This is the gap Digital Twins address. Not as a shiny technology story but as a simple operational one: how do you keep product visuals true, fast, and consistent when everything around them keeps changing?
Scale content production with Digital Twins
What a Digital Twin actually is
A Digital Twin is a hyper-realistic, pixel-perfect 3D replica of a physical product. It is crafted once to capture the object’s every physical property to ensure that the digital version matches the actual one with true-to-life precision.
Every detail matters: the way glass catches light, how a label wraps and curves, the exact shade of a cap, the subtle reflection on a metallic foil, and the delicate features of a texture.
A Digital Twin is not a “good enough” mock-up; it is a calibrated representation that stands in for the physical object across any channel.
Crucially, a Digital Twin becomes a visual source of truth.
Instead of having different versions of the product scattered across folders, agencies, and markets everything traces back to one accurate source. New angles, new backgrounds, new formats, new scene props: they are not new productions, they are new views of the same Digital Twin.
Once a Digital Twin exists, the question shifts from “Do we have an asset for this?” to “How do we want to use the asset we already trust?”
By creating Digital Twins with Omi, Medik8 equipped their team to match the increasing demands for product visuals across their markets.
Why Digital Twins matter now
The timing is not a coincidence. Digital Twins become interesting exactly at the moment when content demands start to outgrow traditional production.
Product visuals are no longer created once per launch and archived.
They are continuously updated. Claims change, packs get refreshed, new shades appear, new markets open, retailers adjust templates, and digital teams optimize and test.
In that context, every change requires a new shoot or retouch and this slows everything down and introduces inconsistency.
A Digital Twin changes the pattern. Instead of rebuilding from scratch each time, brands work from one source of truth that can move at the same speed as their campaigns and channels.
Digital Twins reproduce light through glass with pristine quality, as seen by Yves Saint Laurent’s render using Omi’s technology.
The purpose of a Digital Twin in the workflow
At its core, a Digital Twin exists for one purpose: to separate product accuracy from production effort.
Without a Digital Twin, every new requirement triggers a production cycle.
With a Digital Twin, accuracy is fixed - the effort remains only in choosing the right angle, the right composition, the right context.
This single shift unlocks major advantages:
Brands can scale content consistently
Visual identity stays coherent across teams, markets, and seasons
Changes no longer require reproduction
Digital channels can finally move at digital speed
The Digital Twin becomes a creative enabler, not a replacement. Creative teams and marketers spend less energy reproducing the same image and more energy exploring what’s possible around it.
Why marketers should care
For marketers, the value of Digital Twins shows up in very practical places.
Product detail pages stop drifting. When a consumer compares the same SKU on different retailers or channels, the pack looks identical. Local teams can adapt content for their market without unwanted divergence.
Digital Twins make it realistic to say yes to more ideas. If a retail partner asks for a specific header or CRM teams want a variant of a hero image or if a seasonal moment emerges late in the planning cycle, these are no longer “big asks”. They are simple deliverables generated from the Digital Twin.
And there is a quieter benefit: internal discussions shift. Instead of debating which file is the latest, which shoot is closest to reality, or which market “owns” the best assets, teams start from one agreed-upon Digital Twin and focus on how to tell a better story around it.
Digital Twins are not an abstract innovation. They are a way of bringing order and control to something marketers already feel every day: the pressure to deliver more, better, and faster product content, without losing clarity & brand identity along the way.
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