Maxon recently unveiled Digital Twin, an upcoming standalone application that powers a new workflow for creating and using high-fidelity digital representations of real-world products across modern marketing and brand design pipelines. Currently in development, Digital Twin is intended to help brands and marketing teams maintain visual accuracy, consistency, and creative control as product imagery moves across formats, platforms, and tools, from traditional design software to AI-enabled applications.

Digital Twin brings Maxon’s established 3D and rendering technology to a new tool for creating production-ready marketing assets that can be placed into user-provided backgrounds or environments, while fully preserving the original product’s look and properties. These “digital twins” can then be used consistently across promotional media, such as ads and videos, and integrated with a wide range of popular design tools, including AI-enabled graphic design applications and third-party AI tools.

To demonstrate this workflow, a watch campaign was launched. It showcased how a watch goes from CAD to campaign-ready creative, empowering users with speed, scale, and creative control—all built on Maxon’s 3D foundation.

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 sit convincingly in any environment while remaining visually true to its real-world counterparts.

Maxon Digital Twin is currently in development. Additional details, integrations, and timing will be shared in future announcements.