WPP, a giant global marketing and PR company, has partnered with Nvidia create a generative AI ‘content engine’ that it will offer its customers in order to create to make large volumes of brand advertising content.
Capable of creating images, videos and experiences, such as car advertisements or 3D product configurators, the goal is to build more tailored and immersive options faster and with lower need for human input.
The new engine connects an ecosystem of 3D design, manufacturing and creative supply chain tools, including those from Adobe and Getty Images, letting WPP’s artists and designers integrate 3D content creation with generative AI. WPP says this will enable its clients to reach consumers in a highly personalised and engaging way, while preserving the quality, accuracy and fidelity of their company’s brand identity, products and logos.
“The world’s industries, including the $700 billion digital advertising industry, are racing to realize the benefits of AI,” said Nvidia CEO Jensen Huang. “With Omniverse Cloud and generative AI tools, WPP is giving brands the ability to build and deploy product experiences and compelling content at a level of realism and scale never possible before.”
The new content engine will have Omniverse Cloud at its heart, Nvidia’s platform for connecting 3D tools as well as developing and operating industrial digitalisation applications.
With this it is claimed that WPP will be able to seamlessly connect its supply chain of product-design data – at launch demonstrated using Adobe’s Substance 3D tools – to create brand-accurate, photoreal ‘digital twins’ of client products.
Using text prompts, the models can then be placed in surroundings or have text placed around them using tools like Adobe Firefly generative AI models and what WPP says is exclusive visual content from Getty Images created using Nvidia Picasso, a custom generative AI software.
With the final scenes, creative teams can render large volumes of brand-accurate, 2D images and videos for classic advertising, or publish interactive 3D product configurators to Nvidia Graphics Delivery Network, a worldwide graphics streaming network for consumers to experience on any web device.
“Generative AI is changing the world of marketing at incredible speed,” said WPP CEO Mark Read. “Our partnership with Nvidia gives WPP a unique competitive advantage through an AI solution that is available to clients nowhere else in the market today.
“This new technology will transform the way that brands create content for commercial use, and cements WPP’s position as the industry leader in the creative application of AI for the world’s top brands.”
The new content engine will be made available soon exclusively to WPP’s clients around the world.