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


Revolutionising Brand Content and Experiences at Scale: Groundbreaking Engine Built on NVIDIA AI and Omniverse Connects Creative 3D and AI Tools From Leading Software Makers

NVIDIA and WPP said they are creating a content engine that uses AI and NVIDIA Omniverse to help creative teams produce high-quality commercial material at scale, more quickly, and with greater brand consistency.

The new engine links an ecosystem of tools for 3D design, manufacturing, and the creative supply chain, including those from Adobe and Getty Images, enabling WPP’s designers and artists to combine the development of 3D content with generative AI. This makes it possible for their businesses to engage with customers in highly personalised ways while maintaining the integrity of their brand, its products, and its trademarks.

During his keynote address at COMPUTEX, NVIDIA founder and CEO Jensen Huang unveiled the engine in a demonstration, showing how clients can collaborate with teams at WPP, the largest marketing services company in the world, to make a large volume of brand advertising content, like images or videos, and experiences like 3D product configurators, more individualised and immersive.

“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.”

Jensen Huang, Founder and CEO, NVIDIA 

“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.”

Mark Read, CEO, WPP

An Inspirational Engine

The Omniverse Cloud, a platform for integrating 3D tools and creating and running industrial digitalization applications, serves as the foundation for the new content engine. As a result, WPP is able to easily connect its supply chain of product-design data from applications like Adobe’s Substance 3D tools for creating 3D and immersive content as well as computer-aided design tools to produce brand-accurate, photoreal digital twins of client products.

To enable its designers to produce diverse, high-fidelity images from text prompts and insert them into situations, WPP uses generative AI technologies that have been ethically trained and content from suppliers like Adobe and Getty Images. This contains exclusive visual content from Getty Images produced with NVIDIA Picasso, a foundry for unique generative AI models for visual design, and Adobe Firefly, a family of artistic generative AI models.

With the finished scenes, creative teams can produce a large number of 2D images and movies that accurately represent the brand for traditional advertising or publish interactive 3D product configurators to the NVIDIA Graphics Delivery Network, a global graphics streaming network, for users to enjoy on any web device.

The new engine outperforms existing techniques, which call for creatives to manually produce hundreds of thousands of pieces of content utilising fragmented data from disconnected tools and systems, in addition to being quicker and more effective.

With award-winning campaigns for well-known clients all across the world, WPP already holds a leadership position in generative AI and emerging technologies. The relationship with NVIDIA expands on this.

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

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