NVIDIA and WPP Forge Game-Changing AI-Driven Content Engine

Published by
Matthew Martins
  • NVIDIA and WPP collaborate to develop a revolutionary content engine leveraging AI and 3D tools.
  • The content engine integrates NVIDIA Omniverse™ and AI technologies to enable faster, more efficient, and scalable production of high-quality commercial content while maintaining brand alignment.
  • The engine connects a diverse ecosystem of 3D design tools, including those from Adobe and Getty Images, allowing WPP’s creative teams to combine 3D content creation with generative AI for personalized and engaging brand experiences.

NVIDIA, the leading provider of accelerated computing solutions, and WPP, the world’s largest marketing services organization, have announced a groundbreaking collaboration to develop an innovative content engine. This cutting-edge engine harnesses the power of NVIDIA Omniverse™ and AI technologies, empowering creative teams to produce high-quality commercial content faster, more efficiently, and at an unprecedented scale, all while maintaining alignment with their clients’ brand identities.

The content engine represents a major breakthrough, connecting an ecosystem of 3D design, manufacturing, and creative supply chain tools, including prominent software providers such as Adobe and Getty Images. This integration enables WPP’s talented artists and designers to seamlessly incorporate 3D content creation with generative AI, allowing their clients to engage consumers in highly personalized and immersive ways while upholding the integrity, precision, and fidelity of their brand identities, products, and logos.

During his keynote address at COMPUTEX, Jensen Huang, the founder and CEO of NVIDIA, showcased a live demo of the content engine. The demonstration exemplified how clients can collaborate with WPP, the industry leader in marketing services, to generate a vast array of brand advertising content, including images, videos, and interactive experiences like 3D product configurators, tailored to their specific needs.

“The world’s industries, including the $700 billion digital advertising industry, are racing to realize the benefits of AI,” said 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.”

Mark Read, CEO of WPP, emphasized the incredible speed at which generative AI is transforming the marketing landscape. He highlighted the strategic advantage WPP gains through its partnership with NVIDIA, with an AI solution that is unmatched in the market. This revolutionary technology will transform the content creation process for commercial use, solidifying WPP’s position as the industry leader in applying AI to the creative endeavors of the world’s top brands.

At the core of the content engine lies Omniverse Cloud, a platform that seamlessly connects 3D tools and enables the development and operation of industrial digitalization applications. Leveraging this platform, WPP integrates its supply chain of product-design data from software such as Adobe’s Substance 3D tools and computer-aided design tools, resulting in the creation of precise and photorealistic digital twins of client products.

WPP’s creative teams employ generative AI tools and content responsibly trained in collaboration with partners like Adobe and Getty Images. This allows them to generate diverse, high-fidelity images from text prompts and seamlessly incorporate them into various scenes. The collaboration also includes the utilization of 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.

Once the scenes are finalized, the creative teams can render large volumes of brand-accurate 2D images and videos for traditional advertising purposes. Additionally, they can publish interactive 3D product configurators to the NVIDIA Graphics Delivery Network (GDN), a global graphics streaming network, enabling consumers to experience these configurators on any web-enabled device.

In addition to its speed and efficiency, the new content engine outperforms existing methods that rely on manual creation of hundreds of thousands of content pieces using disconnected tools and systems.

This collaboration between NVIDIA and WPP further strengthens WPP’s position as a frontrunner in emerging technologies and generative AI, building on its history of delivering award-winning campaigns for renowned clients across the globe.

The new content engine will soon be exclusively available to WPP’s clients worldwide.

Matthew Martins

Published by
Matthew Martins

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