WPP Partners With NVIDIA to Build Generative AI-Enabled Content Engine for Digital Advertising

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by Jacob Solomon May 29, 2023 News
WPP Partners With NVIDIA to Build Generative AI-Enabled Content Engine for Digital Advertising

Creative 3D and artificial intelligence tools from leading software makers are connected to a groundbreaking engine.

Creative teams will be able to produce high-quality commercial content faster, more efficiently and at scale while staying fully aligned with a client's brand, thanks to a new content engine being developed by the two companies.

3D design, manufacturing and creative supply chain tools are connected by the new engine to allow for the integration of 3D content creation with artificial intelligence. This allows their clients to reach consumers in highly personalized and engaging ways, while preserving the quality, accuracy and fidelity of their company's brand identity.

During his keynote address at COMPUTEX, Jensen Huang showed how clients can work with teams at WPP to make large volumes of brand advertising content such as images or videos and experiences like 3D product.

The $700 billion digital advertising industry is trying to realize the benefits of artificial intelligence. The ability to build and deploy product experiences and compelling content at a level of realism and scale has never been done before.

Mark Read is the CEO of the company. Through our partnership with NVIDIA, we are able to give our clients a unique competitive advantage through the use of an artificial intelligence solution. This new technology will transform the way that brands create content for commercial use, and cements WPP's position as the leader in the creative application of artificial intelligence for the world's top brands.

An Engine for Creativity
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.

In order for its designers to create varied, high-fidelity images from text prompts and bring them into scenes, the company uses generative artificial intelligence tools and content from partners. Adobe Firefly, a family of creative generative artificial intelligence models, and exclusive visual content from Getty Images are included.

With the final scenes, creative teams can create large volumes of brand-accurate, 2D images and videos for classic advertising, or create interactive 3D product configurators for consumers to experience on any web device.

Current methods require creatives to manually create hundreds of thousands of pieces of content using disparate data from disconnected tools and systems, which is not fast or efficient.

There are award-winning campaigns for major clients around the world with the partnership with NVIDIA.

The new content engine will only be available to clients of the company.