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The ‘Digital Twin’ Effect on the Customer Experience

Digital twin technology is revolutionizing how companies understand their customers and optimize experiences. By combining digitization, AI, IoT, and real-time data, new possibilities for strategic personalization are emerging.

1. What is a Digital Twin?

A digital twin is a dynamic virtual replica of a customer, product, process, or system that allows you to analyze, simulate, and improve the experience without physical risk.

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2. Technological evolution

  • By 2025, digital twins will be interactive, adaptive, and predictive, thanks to AI, IoT, and real-time data.
  • Gartner highlights their disruptive potential: from anticipating customer actions to reducing friction and personalizing experiences.

3. Benefits in CX according to McKinsey

  • Companies  that  use  digital  twins  of  customers  can  increase  revenue  by  up  to  10%  and  improve  their  ability  to  deliver  on  consumer  promises  by  20%.
  • Mercedes-Benz allows customers to “test drive” vehicles using these virtual models, without the need for physical contact.

4. Real-world examples: Retail and logistics

Walmart has implemented digital twins for more than 1,700 stores, simulating distribution and merchandising with NVIDIA to improve purchasing and sales flow.

5. Academic commitment and advanced practice

In May 2025, a study was published on consumer digital twins (CDTs) that merge multiple data sources with AI to optimize the customer experience and behavioral research.

In addition, integration with Extended Reality (XR) enables immersive experiences and user-centered assessments in areas such as virtual tourism, urban planning, and industrial maintenance.

6. Impact on the customer experience

These virtual models allow for real-time customization of products and services, anticipating needs, improving satisfaction, and strengthening customer loyalty.

The digital twin is no longer just a science fiction concept; it is an effective tool for improving CX, driving revenue, and optimizing operations. Companies such as Walmart and Mercedes-Benz are leading this trend, while academia is driving the evolution of these experiences toward greater realism and immersion.

 

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