Adrian J Cotterill, Editor-in-Chief
NVIDIA and WPP has announced that they are developing a content engine that harnesses NVIDIA Omniverse and AI to enable creative teams to produce high-quality commercial content faster, more efficiently and at scale while staying fully aligned with a client’s brand.
NVIDIA founder and CEO Jensen Huang unveiled the engine in a demo during his recent COMPUTEX keynote address, illustrating how clients can work with teams at WPP, the world’s largest marketing services organisation, to make large volumes of brand advertising content such as images or videos and experiences like 3D product configurators more tailored and immersive.
Jensen said “The world’s industries, including the $700 billion digital advertising industry, are racing to realize the benefits of AI. 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 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 their 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.
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.”
We understand that this new content engine has as its foundation Omniverse Cloud, a platform for connecting 3D tools, and developing and operating industrial digitalisation 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.
In addition to speed and efficiency, the new engine outperforms current methods, which require creatives to manually create hundreds of thousands of pieces of content using disparate data coming from disconnected tools and systems.
The new content engine will soon be available exclusively to WPP’s clients around the world.
We asked ChatGPT what you would call a conference around the subjects of Generative AI and ChatGPT and how they might affect the Out of Home industry.
It came up with ‘AdAI: OOH – Conference. The Impact of Generative AI and ChatGPT on Out-of-Home Advertising‘.
It’s an event that we are currently exploring and one that could be held in Toronto as soon as November.
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