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Spotlights

Driving Scalable Content Production with Digital Twins

Digital Twins Are Changing the Game in Scalable Content Production - And Beyond.

Scale for Modern Content Demands

From marketing to manufacturing, digital twins are unlocking speed, efficiency and innovation across the enterprise.
 
For decades, traditional photography has been the go-to method for product content creation. As demand increases across multiple channels and resources, static product photos are slow to adapt, difficult to scale, and have limited use cases beyond their original purpose.
 
Brands are now looking for faster, more flexible ways to create, scale, localize and personalize content, digital twins have emerged as a transformational solution.
 
That’s where ICP and Grip come in.
 
Together, we're helping global brands transform traditional content workflows into automated, AI-powered engines that leverage digital twins not just for marketing, but across the entire enterprise. This approach gives brands a practical alternative to traditional photography while introducing new ways to scale the creation, management, and delivery of visual assets.

The Challenges for brands are clear

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Content can't Keep up with demand

Brands need more scalable, flexible solutions. These solutions should be built for digital so they can move seamlessly across channels, markets, and audiences. Traditional photography creates bottlenecks when you need hundreds of variations for different regions, personas, or seasonal campaigns.

Brands are expected to do more with less

Photography is limited in its use cases and value outside of marketing. The same product shoot that costs thousands can only be used for a narrow set of marketing applications, creating inefficiency across the organisation.
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Retail environments are evolving rapidly

Brands must adapt with assets that are format-flexible and real-time ready. From AR try-on experiences to virtual showrooms, static photos can't meet the dynamic demands of modern commerce.

Sustainability is a business imperative

Organisations face mounting pressure to reduce waste, travel and overproduction. Traditional photo shoots require physical samples, global shipping, and often result in unused assets that represent wasted resources.
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The complexity of personalization at scale

Brands often need thousands of content variations for different markets, channels, and audiences. Traditional production methods make this too expensive and too time-consuming.
"Organizations implementing digital twins typically achieve 15–30% productivity improvements" (source: SkanAI)
 
The reality is that traditional content creation methods weren't designed for the demands of modern omni-channel marketing. Digital twins represent the foundation for a new approach, one that scales with your business rather than constraining it.

HOW WE SOLVE YOUR CHALLENGE

We help organizations implement digital twin ecosystems that go far beyond content production, enabling cross-functional reuse, real-time adaptation, and AI-powered automation that transforms how your entire business creates and deploys visual assets.
 
As Grip's trusted implementation partner, we combine deep technical expertise with strategic change management to ensure your digital twin transformation delivers measurable business value from day one. Our work goes beyond 3D models, creating content ecosystems designed to scale across your organization.

Create high-fidelity 3D models (digital twins) of key products

These can be rendered in any context, lighting condition, or environment. They aren't just static 3D files—they're intelligent, data-rich assets that maintain brand consistency while enabling infinite variations. ​

Design content workflows built to maximize the value of digital twins

For personalization at scale, automation pipelines, and localization across markets and formats. We redesign your content operations from briefing through delivery to unlock the full potential of digital assets.​

Integrate digital twins with AI tools and automation platforms

Through Grip's enterprise-ready content engine you can generate content variations at speed. This includes automated scene composition, intelligent lighting adaptation, and brand-compliant customization at scale.

Identify and implement additional use cases for digital twins

Transform them from marketing assets into enterprise-wide strategic resources:

  • R&D and Innovation: Use digital twins for rapid prototyping, design iteration, and virtual testing—reducing development cycles and physical waste 
  • Retail and Commerce: Populate product detail pages, digital shelves and virtual stores with lightweight, responsive 3D models that enhance customer experience and drive conversion 
  • Manufacturing and Supply Chain: Simulate manufacturing line setups, test virtual packaging configurations for space and transport efficiency, and optimize logistics before physical implementation 
  • Sustainability Initiatives: Dramatically reduce carbon impact by eliminating unnecessary travel, shipping of physical samples, and production waste 

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Provide end-to-end change management

To ensure successful adoption across global teams, including training, process redesign, and governance frameworks that sustain long-term value. ​

Deliver managed services for ongoing optimization

This includes asset maintenance, performance monitoring, and continuous expansion of use cases as your business evolves. 

ICP x GRIP: Your Competitive Advantage

 
While Grip provides the technological foundation for AI-powered content transformation, successful implementation requires deep expertise in change management, systems integration, and enterprise content operations. This is where ICP's partnership with Grip becomes your competitive advantage.
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About Grip

Grip is an enterprise-ready AI content engine that transforms how global brands create, scale, and manage visual content. Built specifically for enterprise needs, Grip combines photorealistic digital twin technology with intelligent automation to enable content creation at unprecedented scale.

As INDG’s software branch, Grip is a visual content configuration engine powered by NVIDIA Omniverse that makes it possible for large enterprises to use AI at scale. It breaks existing content down into configurable modules, allowing brands to swap out any element—including products, talent, accessories and branding assets—with complete control and accuracy. Grip integrates with existing workflows to automate product swaps and generate endless, hero-quality content variations—without disrupting established content production processes.

Why the World's Biggest Brands Trust Us

As Grip's certified implementation partner, we bring together cutting-edge AI technology with deep enterprise expertise to deliver transformations that stick. Here's what sets our partnership approach apart:
 
  • Strategic Implementation Expertise: As a certified Grip implementation partner, we bring both technical expertise and change management experience to ensure success. Our team goes beyond deploying technology, configuring Grip’s enterprise-ready platform to align with your business needs and unlock its full value within your organisation.
  • End-to-End Transformation Support: From initial strategy and roadmap design through technical implementation, team training, and ongoing managed services, we provide the complete ecosystem your Grip implementation needs to succeed and scale.
  • Proven Change Management: Grip represents a fundamental shift in how organizations think about content creation. Our change management expertise ensures adoption sticks across global teams, avoiding the pitfalls that derail progress and prevent scale.
  • Systems Integration Mastery: Grip's true power is unlocked when it's seamlessly integrated with your existing technology stack: DAM, PIM, CMS, e-commerce platforms, and analytics tools. Our integration expertise ensures data flows seamlessly from insight to execution.
  • Cross-Functional Value Realization: While many implementations focus solely on marketing use cases, we help you identify and activate additional value opportunities across R&D, manufacturing, supply chain, and sustainability initiatives to maximize your return on investment.
  • Ongoing Optimization and Support: We don't just implement and walk away. Our managed services approach means we operate your content engine for you, delivering continuous optimization and expansion of use cases as your business evolves.
The result for your business is more than just a technology deployment. You get a complete transformation of your content operations that scales across your entire organization while delivering measurable business impact from day one.

Proof, in Action

Digital twins offer brands a smarter, more flexible way to create and scale content while driving efficiency across the entire organization:

Unprecedented Content Scale

Generate thousands of personalized variations from single digital twin assets, enabling true personalization without proportional cost increases.

Cross-Functional ROI

Unlike traditional photography, digital twins deliver value across multiple business functions, from marketing campaigns to manufacturing optimization to sustainability reporting.

Future-Proof Asset Creation

Digital twins adapt to new channels, formats, and technologies as they emerge, protecting your content investment over time. 

Measurable Efficiency Gains

Reduce content production timelines from weeks to hours while maintaining brand consistency and quality across all touchpoints.

Sustainable Business Practice

Dramatically reduce the environmental impact of content creation while meeting growing stakeholder expectations for responsible business practices.

Enhanced Customer Experience

Enable rich, interactive product experiences like AR visualization, 360-degree views, and contextual product placement that drive engagement and conversion. 

The result is faster production, reduced waste, and content that's ready for whatever comes next, whether that's a new market launch, seasonal campaign, or entirely new channel opportunity. 

Seize the Digital Twin Opportunity

Nearly every area of your business can benefit from smarter, more adaptable assets. The transition to digital twins represents a fundamental competitive advantage with dramatic improvements in speed, efficiency, and capability across their organizations.
 
This ecosystem isn't just flexible and scalable, it's intelligent, adaptive, and built to evolve with your business for whatever comes next. The question isn't whether digital twins will become essential to content operations, but how quickly you can implement them to gain competitive advantage in your market.
 
Ready to transform traditional content creation into an AI-powered, scalable content engine?

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