Accenture Song

Digital twins are transforming entire industries. The immersive configurator for the Defender represents the potential to merge product design and ownership into a continuous real-time experience – from concept to customisation to lifelong engagement. The configurator was created by Accenture Song, the largest tech-driven creative group and home to the world’s leading design and digital products practice. Top global brands turn to Accenture Song to launch simple, sophisticated and scalable experiences that deliver value for humankind.

Interview with James Temple

Red Dot: What makes the immersive product configurator stand out? 

We developed the world’s first digital, photorealistic and interactive full-size Defender. The digital twin blends seamlessly into the physical environment. Its properties are instantly updated to reflect both user preferences and the environment, so that the brain actually perceives it as real. We arrived at this ultra-realism by using NVIDIA Omniverse to create the vehicle digital twin, as well as GenAI for the 3D environment and streaming, so as to achieve ten times fidelity of content representation on Apple Vision Pro. We additionally reached a level of geometric and lighting fidelity that was previously not possible in real time, or only with a wearable headset.

What did you focus on when designing the interactive experience?

We wanted to make the digital product experience as real as possible. Customers can configure the Defender to their preferences using highly intuitive interactions. We placed the user interface in the palm of the user’s hand. That way it feels personal and is always there when they need it without obstructing the view of the vehicle. Future versions will feature voice control in combination with finely tuned AI product knowledge. For example, if a user says, “I like to ski”, then a roof rack and winter tires will be added; or related accessories, such as snow chains, will be suggested. In addition, multiple users will be able to participate simultaneously in the experience.

What role do immersive 3D product configurators play in customer loyalty?

Immersive configuration increases customer loyalty and introduces them to a new way of buying vehicles. With JLR, we have developed a means for drivers to customise their vehicle specifications, accessories and equipment to their exact needs in their own environment. We can deepen relationships long before the first drive. For example, small-scale VIP events or home sessions can be organised around the configurator to help customers stay connected to the brand. We’re expecting other luxury sectors to follow our lead with rare and highly customisable products.