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
3. Benefits in CX according to McKinsey
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.