NVIDIA and WPP today, on May 29, announced that they are creating a content engine that uses AI and NVIDIA OmniverseTM to help creative teams generate high-quality commercial content at scale, more quickly, and with more brand consistency.
Updates So Far
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 clients of WPP to engage with customers in highly customized ways while maintaining the integrity of their brand identity, goods, and logos.
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 most significant 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 individualized and immersive.
New Opportunities
According to Financial Times, WPP has been collaborating with Nvidia to test this technology for some years. Rev Lebaredian, vice-president of Omniverse and simulation technology at Nvidia, believes that the moment has arrived to deploy generative AI in advertising.
Given AI’s capacity to recreate well-known creative material, many in the advertising business worry that it may replace their position at their work. Advertising companies are already using AI for media purchases and planning.
As per WPP CEO Mark Read, the company has already used AI in its media sector but less in its creative business.
Mark further added, “It’s much easier to identify the jobs that AI will disrupt than it is to identify the jobs that AI will create.”
Thus, it is more likely that greater job opportunities are created than removed.
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