Maxon’s upcoming application will transforms CAD and 3D models into photoreal digital assets that maintain visual accuracy, consistency and creative control across multi-channel pipelines.
Maxon’s Digital Twin is an upcoming standalone application running a new workflow for creating and using high-fidelity digital representations of real-world products within modern marketing and brand design pipelines. Currently in development, Digital Twin is intended to help teams maintain visual accuracy, consistency and creative control as product imagery moves between formats, platforms and tools, from traditional design software to AI-enabled applications.
Digital Twin applies Maxon's 3D and rendering technology to a new tool that design teams can use to create assets ready for placement into user-provided backgrounds or environments, while accurately preserving the original product's look and properties. These ‘digital twins’ can then be used consistently across promotional media, such as commercials and videos, and will also be compatible with existing design tools, including AI-enabled graphic design applications and third-party AI tools.
From CAD Model to Creative Asset
The Maxon Digital Twin workflow begins with an approved, cleared-for-use CAD or 3D product model and transforms it into a photorealistic digital prototype. Throughout this process, detailed control is maintained over what happens to materials, textures, lighting, perspective and environmental interaction. The resulting digital asset can then be reused in different environments – in various formats and on multiple platforms without recreating or reshooting the product.
Digital Twin gives teams the ability to maintain a single, authoritative digital version of a product that can be trusted and adapted for use across digital advertising and video content, print, packaging and eCommerce visuals, where visual precision and brand accuracy are essential.
Defining Brand Identity
Built for consumer packaged goods development and product-driven marketing, use of Digital Twin assures branding professionals that products will appear accurate and consistent across all channels and markets. As a standalone application, it is designed to integrate with commonly used design and creative applications, including AI-enabled tools, in order to quickly scale production output.
By replacing fragmented production pipelines with a reusable digital product asset, Maxon Digital Twin aims to simplify and speed up production while preserving the exact look, materials and proportions that define a brand's identity. Its precise, singular approach results in an end-to-end workflow that reduces production time, according to Maxon, from weeks to hours.
Digital Twin has the advantage of Maxon's professional 3D modelling and rendering expertise and its pipeline integration, which serve many industries, including film, advertising, broadcast and design. The workflow, which was previewed at CES 2026, demonstrated how accurate lighting and shadows, perspective matching, reflections and the realistic interaction of these elements enable a digital product to occupy nearly any environment convincingly while remaining visually true to its real-world counterparts.
About Digital Twin, AI and AI-generated Backgrounds
A particular use case Maxon has in mind is a totally digital workflow without photography, using AI-generated backgrounds. After the models have been sent to Digital Twin, and materials, studio lighting and scene assets have been set up, users can work with the assets and AI backgrounds in their host applications. Digital Twin creates a match between them, handling perspective, lighting and reflections automatically. Meanwhile the product remains accurate and the brand stays consistent without manual cleanup or retouching.
However, Maxon emphasises that it is not developing its own AI-agent. Rather, it aims to focus on integrating with available AI agents and AI-enabled graphic design apps, and developing a coherent creative experience regardless of the tools artists are using. When matching a digital twin created by an artist with its visual context, such as the background, Maxon only uses its own technology and library. Artist can choose whether to create their backgrounds from scratch or to generate it with AI-enabled tools.
Furthermore, Digital Twin works in the same way with or without AI. Maxon will be developing integrations with graphic design tools of all types – the use of AI agents and tools remains at the discretion of the user.
Maxon Digital Twin is currently in development. More details, integrations and timing information will be available in future announcements. www.maxon.net
