Computer chip maker NVIDIA and global advertising group WPP are developing a content engine and AI to enable creative teams to produce high-quality commercial content faster, more efficiently and at scale.
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.
This enables WPP’s clients to reach consumers in highly personalised and engaging ways, 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,” NVIDIA founder and CEO Jensen Huang said.
"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.”
Mark Read, CEO of WPP. said generative AI is changing the world of marketing at incredible speed.
“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 has at its foundation Omniverse Cloud — a platform for connecting 3D tools, and developing and operating industrial digitalization applications.
This allows WPP to seamlessly connect its supply chain of product-design data from software such as Adobe’s Substance 3D tools for 3D and immersive content creation, plus computer-aided design tools to create brand-accurate, photoreal digital twins of client products.
WPP uses responsibly trained generative AI tools and content from partners such as Adobe and Getty Images so its designers can create varied, high-fidelity images from text prompts and bring them into scenes.
This includes Adobe Firefly, a family of creative generative AI models, and exclusive visual content from Getty Images created using NVIDIA Picasso, a foundry for custom generative AI models for visual design.
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.
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