What kinds of challenges are retailers facing today that make digital twins an appealing technology?
AV: Retailers today face a multifaceted challenge: meeting rising customer expectations, managing supply chain volatility, and maintaining operational efficiency — all while navigating growing pressure to reduce environmental impact. According to Coresight Research, 65% of brands and retailers struggle to manage their e-commerce visual merchandising operations, citing cost, emotional engagement, and consistency across channels as their top concerns.
Traditional approaches, such as in-store prototyping and high-cost photo shoots, are no longer sustainable. Digital twins offer a simulation-first alternative, enabling retailers to test and optimize experiences virtually before executing them physically. This not only reduces risk and expense but also accelerates speed to market. As Coresight notes, scalable and immersive content creation has become a top priority for retail CIOs — and digital twins are central to that shift.
What does a digital twin look like in the retail space?
AV: ‘Digital twin’ is becoming a buzzword, but in retail, its meaning is highly specific and powerful. A retail digital twin might be a photorealistic 3D model of a product, a virtual store layout, or even a full shopper journey simulated with real-time data inputs.
Imagine a digital twin of a flagship store. A retailer could test 20 different shelf layouts. Rather than physically rearranging stores, they would model and evaluate each setup virtually, drawing on behavioral data to identify the most effective configuration. These are dynamic, data-driven systems that evolve as inventory, pricing, or shopper behavior shifts. So what starts as creating 3D digital versions of physical products ultimately becomes the building block for impactful AI-powered predictive tools that transform the entire retail experience.
3. How does this change (improve?) the customer experience?
AV: Digital twins shift the customer experience from static and reactive to dynamic and personalized. Instead of browsing generic layouts or static images, customers engage with immersive content far more closely tailored to their specific needs — from interactive 3D product displays online to AR experiences in-store.
By simulating and optimizing the experience before launch, retailers can create online journeys that feel seamless and emotionally resonant. Coresight found that compelling visuals — like 360° CGI — not only increase consumer confidence in purchase decisions but also reduce returns and improve conversion. When a shopper can rotate a product, visualize it in context, or interact with it virtually, they’re more likely to stay, engage, and buy.
Where does Nfinite sit in this space? Where do you differentiate yourselves?
AV: Nfinite provides the infrastructure powering digital twins at scale. What sets us apart is our combination of visual fidelity, structured data, and enterprise scalability.
We don’t just create beautiful 3D assets — we build simulation-ready content that integrates into AI-driven personalization engines and immersive commerce platforms. Our platform enables retailers to generate, manage, and deploy thousands of visuals — from product detail pages to virtual store environments — with the speed and efficiency traditional pipelines can’t match.
That blend of quality, automation, and scalability is what allows our partners to move fast, and stay ahead.
How is Nfinite helping major retailers leverage this digitally disruptive technology?
AV: We’re partnering with some of the world’s largest retailers including Lowe’s, Staples, and others, to build full-scale 3D content ecosystems — not just for today’s needs, but for an AI-powered future.
It starts by digitizing their entire product catalog in 3D — thousands of SKUs rendered with precision and adaptability. From there, we enable automated content creation for omnichannel campaigns, tailoring visuals to different audiences, seasons, or contexts.
Most importantly, we help integrate these digital assets into broader systems — powering product discovery engines, digital planning tools, and immersive experiences. This isn’t just about content creation. It’s about enabling a more intelligent, agile, and customer-centric retail model.
- Data & AI