Next-gen content production & immersive product configuration

Accenture Song is pioneering the use of real-time graphics, cloud streaming and 3D generative AI at CES with Defender, to craft truly tangible digital product experiences, meeting the expectations of modern luxury customers.

These technologies enable next-generation content production practices that are more flexible, efficient and cost effective while continually enhancing the quality of digital twins. They also underpin new product configuration experiences that allow customers to interact with highest fidelity full scale vehicles using the leading spatial computing/mixed reality headsets from Apple and Meta.

At the Accenture Innovation Hub at CES, customers can interact with a digital 1:1 scale Defender in stunning fully immersive environments and in mixed reality to experience the vehicle in-situ.

Photorealistic and physically accurate, the NVIDIA Omniverse and Unreal Engine digital twins of Defender provide a foundation for lifelike vehicle configuration and an evolution of content production with Shutterstock Generative 3D service, trained on NVIDIA Edify using Shutterstock’s licensed creative libraries to generate environments that are personalised and as inspiring as the Defender brand.

With the Spatial Streaming for Omniverse Digital Twins workflow, announced at CES, OpenUSD-based Omniverse scenes can be experienced on Apple Vision Pro. With a combination of local and cloud-based rendering, using NVIDIA RTX 6000 Ada Generation, GeForce RTX 4090 GPUs and the NVIDIA Graphics Delivery Network (GDN), high-fidelity digital twins of the Defender can now be streamed directly to user devices.

The result is a truly tangible immersive experience which demonstrates the future state of vehicle configuration.

James Temple, Global Managing Director, Accenture Song, said: “We’re incredibly excited about the unlimited possibilities and future experiences we’re pioneering with NVIDIA. The unique alchemy of creativity, technology, data and AI in these experiences embodies Defender’s ‘embrace the impossible’ mantra.”

Richard Agnew, Communications & Insights Director, JLR, said: “Combining real-time cloud rendering, generative AI, and spatial configuration gives Defender a first of its kind capability. Creating new experiences for our customers which are more immersive, engaging and personalised than ever before.”

This collaboration builds on Accenture Song’s existing relationship with JLR, supporting its global marketing operations, as well as JLR’s existing strategic partnership with NVIDIA on next-generation automated driving systems plus AI-enabled services and experiences.

Using generative AI to bring new value to clients is part of Accenture’s broader $3 billion investment in data and AI to help clients accelerate transformation. Along with specialized services to help clients build their own large language models that are tailored to meet their specific business needs.

Accenture Song is demonstrating these spatial experiences and content production practices in action with Defender at CES, 7-9 January 2025 in The Venetian Expo, Las Vegas, Nevada.