In today's world, a group of disruptive new technologies represented by artificial intelligence are about to profoundly impact each and every one of us, and various industries are thinking about how to use these emerging technologies to achieve things that were previously considered impossible.

The 3DEXCELTE brand of Dassault Systemes has been committed to technological innovation in the field of marketing and has been a leader in CGI professional technology in enterprise level digital integrated solutions since its establishment in 1999.

Mr. Massimo Prando, Global Sales Director of 3DExcite, gave a speech titled "Enhancing Brand Image with Virtual Twins - Ultra Personalized Customer Experience Supported by GenAI" at the recent Global 3DExperience Forum. Combining real customer cases and a series of exciting scenarios, he explained how virtual marketing can seize the technological trend and bring consumers a new digital experience in the current era of rapid technological change. The speech quickly sparked widespread discussion in the industry circle, and everyone was curious about how Dassault Systemes, known for its engineering expertise, could deliver value to the marketing field.

In order to investigate and enable Chinese customers to quickly understand its core content, the editor immediately contacted Massimo, who is currently in Japan, to interview Chinese customers in the form of written questions and organize them into graphics and text for readers to enjoy.

Q:

Massimo,  Thank you for accepting the interview with the editor. Your speech at the 3DExperience forum a while ago was very exciting. You started with the VIN (Vehicle Identification Number) that every car carries when it leaves the factory. What do you want to express?

A:

VIN is like a person's ID number number. Each VIN represents the only car. It is this label with VIN that inspires our thinking about the value of data. We realize that behind every Vehicle Identification Number (VIN) lies rich information. Through virtual twins and artificial intelligence technology, we can give it more meaning.

Q:

What role does virtual twin play in virtual marketing?

A:

Virtual twin is actually a technology that can perfectly combine the real world with the virtual world. We have a highly accurate virtual model throughout the entire process from product design, production to final marketing, which is the core of virtual twins. It is not only a model, but also a dynamic platform that can update and reflect any changes in the product in real time.

The key to virtual twins lies in the concept of "One Source Multi Use". All geometric information, materials, market specifications, and configurations can be presented in a virtual twin model. This not only improves efficiency, but also ensures the accuracy and consistency of the content. For example, we collaborated with Hyundai to apply this technology to its global marketing, achieving comprehensive optimization from product planning to consumer experience.

This is a thorough data-driven approach that enables virtual marketing to become more precise and efficient. And these models have also become the foundation of generative AI and hyper personalized experiences

Q:

Can you specifically talk about how Dassault Systemes has helped Hyundai increase its brand value and customer experience when you mentioned the collaboration with Hyundai?

A:

good Our collaboration with Hyundai began in 2016, when we jointly set an ambitious long-term (15 year) goal. This is not just a technical collaboration, but also a partnership for business transformation. Modern automobiles are facing the challenge of globalization. They need to manage marketing in 150 regions, coordinate different agents and distributors, and handle a large amount of content production. Traditional methods are no longer able to meet their fast and personalized market demands. We have helped modern brands establish a unified platform called CGI HUB, which relies entirely on Dassault Systemes' 3DExperience technology.

Through this platform, Hyundai can instantly access, verify, and manage all of its data and content. Most importantly, it supports the needs of multiple markets and regions, thereby achieving rapid content generation and localization. For example, each market can generate highly accurate CGI images based on its own needs within seconds, and these images fully comply with local market specifications and cultural backgrounds.

In addition, we have introduced virtual twin technology, which further enhances their capabilities in product validation and regional adaptation. For example, through a simple vehicle identification number (VIN), the platform can generate fully customized marketing and sales materials. This not only improves efficiency, but also allows modern companies to plan and launch marketing campaigns before products are manufactured.

Q:

Very impressive! So, what role does generative AI play in it? How does it achieve hyper personalization?

A:

Generative AI is the core component of our solution, making hyper personalization possible. We live in an era of 'content economy', where consumers want to see content that is highly relevant to them. The power of generative AI lies in its ability to generate customized content in real-time for each consumer's needs.

For example, by entering the VIN number of a vehicle, we can generate an image that reflects all the details of the vehicle. These details not only include the exterior configuration of the vehicle, but also its display in specific contexts, such as St. Moritz in winter, the New York City skyline, and even future lunar or Martian landscapes. Through these methods, we have helped Hyundai achieve true hyper personalization, allowing every consumer to see content tailored for them.

Generative AI is not limited to images. It can also generate marketing texts, technical specifications, and even media release content. This seamless integration greatly reduces the complexity of content production while ensuring consistency and quality of content.

Q:

Are these technologies also applicable to other fields besides the automotive industry?

A:

Of course it applies. The application of virtual twins and generative AI is industry independent. We have extended these technologies to multiple fields such as household appliances, aerospace, luxury goods, and even building equipment. For example, virtual twins can help home appliance manufacturers showcase different product combinations; For airlines, it can be used to simulate cabin configuration and passenger experience; For the luxury goods industry, a highly immersive shopping experience can be created.

The key is that these technologies can help any industry connect consumers and provide them with personalized and relevant content experiences. This ability is fundamentally changing the way businesses market.

Q:

You mentioned that these technologies are 'Future Ready'. Specifically, what does this mean?

A:

Our platform and solutions have a high degree of flexibility and scalability, which is the meaning of 'future readiness'. We designed an open architecture from the beginning, which allowed us to quickly adapt to emerging technologies. For example, we have now integrated generative AI into CGI HUB, and next, we are developing features that can directly generate 3D animations. This will bring higher interactivity and immersion to the customer experience. In addition, our system supports rapid deployment on a global scale, making it easy to adopt in any market or industry. Meanwhile, through automated processes, we ensure fast time to market and efficient content production. This ability to generate anytime, anywhere, and on demand keeps our customers at the forefront of the industry.

Q:

Finally, what do you think are the core values of these technologies for businesses?

A:

The core value lies in accelerating the digital transformation of enterprises while enhancing customer engagement and brand loyalty. Through virtual twins and generative AI, we have helped our clients build a complete chain from data to value. Whether it's reducing operating costs, improving efficiency, or attracting new customers through more precise marketing, these technologies have proven their irreplaceable value. More importantly, these technologies enable businesses to truly understand and serve every consumer. We believe that this is the key to future business success.

Source: Dassault Systemes