Business solution
Reimagine Product Commercialization with a new operating model
A product launch is a critical moment in the customer experience. It is when product innovation becomes visible to the market and customers begin to form their first impressions of the product and the brand.
Yet the processes behind many product launches remain fragmented and sequential. Engineering, manufacturing, creative, marketing, commerce, and regional teams often work across disconnected systems, workflows, and sources of product information. Marketing content may have to wait for final products or physical samples, while manual content creation, localization, and lengthy approval cycles add further delays. Limited visibility across teams can make it difficult to assess launch readiness or respond to compressed timelines. The challenge is not simply to produce content faster. It is to create a different commercialization model in which product development, content creation, approvals, localization, and go-to-market activation can move forward together.
Introducing Product Launch Accelerator
Product Launch Accelerator (PLA) is a solution co-created by Adobe and Infosys Aster. It connects product information, content, workflows, and activations through a trusted product source and Visual Digital Twins, helping enterprises move from sequential launch processes to a more connected, parallel model.
At the center of PLA is a Visual Digital Twin: a high-fidelity 3D visual representation of a physical product, optimized for scalable content creation. It provides an identity-preserving source from which teams can create accurate product imagery, configurations, variants, and downstream content without repeatedly recreating assets from the beginning.
With engineering, marketing, commerce, and regional teams working from the same trusted foundation, organizations can reduce duplication, improve visibility, simplify collaboration, and scale content creation and localization across products, channels, and markets.
From Sequential Launches to Tandem Commercialization
Traditional launch models often require downstream teams to wait for upstream activities to be completed. Product photography, campaign development, localization, and channel activation may begin only after physical products or final samples become available.
PLA enables a different approach. Visual Digital Twins allow product content and go-to-market activities to progress alongside manufacturing, connecting creative production, review and approval, asset management, localization, and channel activation through shared workflows rather than treating them as isolated stages. And this value isn't limited to launch day — it extends across the broader product lifecycle, helping organizations:
Launch
Accelerate speed to revenue by using Visual Digital Twins and generative AI to progress go-to-market activities alongside manufacturing
Scale
Adapt product content across regions, channels, segments, and variations through scalable localization and content production.
Sell
Support product experiences across ecommerce, retailers, partners, sales channels, and other customer touchpoints.
Extend
Keep product content accurate, refreshed, and reusable to support continued commercial performance.
Benefits at a glance
Accelerate revenue by advancing go-to-market activities in parallel with manufacturing.
Lower go-to-market costs through greater resource efficiency and reduced dependence on repeatedly creating assets.
Scale across markets and channels by supporting localized content, product variations, and channel-specific experiences.
Improve product and brand integrity through accurate, configurable Visual Digital Twins.
Maximize market impact by enabling sharper differentiation and market activation.
Realize value from product investment sooner by reducing the gap between product development and commercialization.
From a single trusted product source, organizations can create and manage the downstream content and experiences required to reach customers across markets and channels, while maintaining product accuracy and brand integrity.
The Power of Adobe and Infosys Aster
PLA brings together Adobe’s capabilities across workflow and planning, creative development, scaled content production, review and approvals, asset management, channel content creation, activation, reporting, and insights.
Infosys Aster brings an AI-native marketing and experience perspective to this foundation. Its positioning spans AI-native marketing and value realization, customer experience transformation, agentic sales and commerce, data and content foundations for AI, and measurement and analytics for performance improvement.
Together, Adobe and Infosys Aster create a connected commercialization approach that extends beyond individual assets. PLA establishes a trusted product foundation from which organizations can derive product configurators, sales tools, training materials, immersive experiences, ecommerce assets, product detail pages, campaigns, social content, email, localization, and product variants.
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