LVMH Maisons Deliver AI Generated Original Content

As INDG introduces Grip Originals at NVIDIA GTC 2026, LVMH Maisons are among the first to benefit from agentic AI-driven original content generation.

LVMH Maisons, including Château Galoupet and Swiss luxury watchmaker Hublot, are among the first brands to benefit from Grip Originals, INDG’s newest capability for generating brand-safe original marketing content using agentic AI.

We have worked with LVMH Maisons for some time on digital twin content creation. These digital twins allowed the brands to create adaptations of hero campaign imagery across markets and channels.

We recently expanded this collaboration into an agentic pilot where they are now using all three of Grip’s production capabilities: OpenUSD-based digital twins, automated visual adaptations, and original content generated through controlled AI workflows.

Alongside continuing to produce adaptations of hero content, the teams are now testing fully automated content generation, focusing on AI-created hero beauty visuals, pack shots, and brand-safe social variants, with a human centered approach to ensure quality, brand consistency, and relevance.

In this announcement shared at NVIDIA GTC, INDG Grip will highlight how their platform combines CGI infrastructure, digital twins, and enterprise AI to create scalable marketing content workflows built on NVIDIA technology.

What Grip Originals enables

For all the promise that generative AI models have related to marketing and creative ideation, several inefficiencies have persisted. Public models cannot be trusted to create content that adheres to brand guidelines, and the manual process of prompting for individual assets remains time-intensive.

Grip has already addressed part of this challenge through automation. By enabling clients with the ability to generate digital twins of their products, develop content packs, and create millions of unique hero content variations—for instance, showcasing the same Hublot timepiece in diverse settings like a beach for a Summer theme or the mountains for a Winter theme, tailored for every market needs, all without starting from scratch each time.

Grip Originals builds on this foundation. Instead of only adapting existing content, agentic AI orchestrates the creative workflow itself, training on brand rules and generating entirely new visuals while remaining connected to the product and brand system.

The result is a “lights-out” content production engine, where digital twin automation, content adaptations, and Grip Originals work together to move from concept to finalized content with minimal manual intervention.

Luxury brands: The ultimate test-case

Luxury is where AI infrastructure gets tested most rigorously because of the importance of brand integrity and product positioning. It is the industry where brand codes, visual quality, and consistency must adhere to exact specifications.

The issue lies with the publicly-available models. No single model can guarantee reliability, control, or brand safety without appropriate guardrails. They can easily be manipulated to create something inappropriate and they don’t always follow orders correctly.

The inconsistency problem becomes more pronounced with the rise of AI agents, offering marketing teams the potential of exponentially increasing workflow and outputs without requiring human intervention. Without the right system, that can lead down a path of brand mismanagement and poor creative decisions.

Grip’s end-to-end offering solves this, and adds a new capability enabling luxury brands to create original, brand safe content using AI.

The right path for brand creative

The right automated AI solution defines creative work, intent and brand rules before content generation begins.

Any attempt to create content on the fly without those appropriate guardrails will minimize or eliminate the productivity and quality gains people turn to AI for.

Establishing that brand control, authorship, and governance will remain the responsibility of humans.

Creative directors, with their innate understanding and guidance of the brand are still incredibly important components of the overall process. Their taste and creativity remain as important as ever.

“In luxury, excellence comes first. The original shoot, the artistic vision and storytelling remain human. AI is not there to replace them. Where Grip Originals helps is in extending the life of that creativity. A rosé campaign, for instance, may be captured in summer, yet its brand story needs to resonate throughout the year. Similarly, a campaign showcasing a finely crafted timepiece may have been shot with the watch displayed in a specific position and environment, but with AI, we can expand and adapt these assets, ensuring the original campaign's integrity is never compromised, while consistently reflecting the timeless appeal of the product. With AI, we can scale and evolve those assets across markets and moments without losing the integrity of the original campaign.” - Olivier Marchand, Head of AI at LVMH

Systems, not models, are the standard for Gen AI

Generative AI is only as powerful as the infrastructure that runs on top of it.

Since OpenAI introduced ChatGPT to the world in November 2022, companies such as OpenAI, Anthropic, Google, Meta, Perplexity and others have evolved in how consumers and businesses perceive them.

These models will continue to evolve. The priority is ensuring the infrastructure is in place to capture their value while maintaining control over brand guidelines.

Grip sits above NVIDIA AI Infrastructure as the system that connects OpenUSD digital twins, NVIDIA Omniverse rendering, and AI frameworks such as NVIDIA CUDA, NVIDIA Triton, and NVIDIA TensorRT into a single visual production pipeline.

Products start as structured digital twins, geometry, materials, and brand decorations defined once as a source of truth. From there, the platform generates production-grade marketing content automatically.

As generative models continue to evolve, the advantage shifts away from the models themselves and toward the systems that can reliably turn product data into finished content.

Grip’s system is how original, on-brand content becomes scalable. This is why LVMH Maisons are building valuable infrastructure rather than only chasing tools.

If agentic content like what Grip can enable meets the standards of discerning luxury brands like LVMH Maisons, it can be the right solution for any brand.

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