- WPP unveiled Production Studio, an application that uses generative artificial intelligence (AI) to create text, images and video for advertisers, per a press release. The news was also announced on the Cannes Lions International Festival of Creativity.
- Co-developed with Hogarth, Production Studio provides direct access to WPP’s generative content engine supported by Nvidia and is implemented within the WPP Open operating system. The tool was built on Nvidia’s Omniverse development platform and relies on the chipmaker’s OpenUSD program for 3D workflows.
- Piloted by brands including Ford and L’Oréal, Production Studio is now available to all WPP clients. It is a component of the ad-holding giant’s major investment in generative AI, a key piece of its turnaround plan amid slowing growth.
Generative AI was the talk of Cannes Lions as corporations tried to position themselves on the vanguard of a trend that has shaken up marketing and media. WPP used the international promoting festival as a possibility to advertise its progress in implementing the emergent technology across its sprawling agency network, a technique rivals are also pursuing.
Production Studio takes advantage of a content engine recently developed with Nvidia and marks a vital step in bringing generative AI tools to a bigger variety of WPP clients via the corporate’s Open operating system. Advertisers are hoping that generative AI can simplify what are sometimes cost- and resource-intensive processes and permit for greater iterative capabilities with their creative assets, or, as WPP terms it, “exponentially more content.” For WPP, generative AI stands to be a vital strategy to win business as growth flags and inventive shops fall under sharper pressure.
“Production Studio exemplifies WPP’s commitment to innovation and our ability to leverage cutting-edge technologies to drive growth for our clients through WPP Open,” said Stephan Pretorius, chief technology officer at WPP, in a press release. “By combining the ability of AI with human creativity and expertise, we’re redefining the boundaries of content creation and delivering value to our clients world wide.”
Production Studio assists in six key areas: Streamlining the production of 3D content models; producing high-quality, brand-relevant visuals; writing consistent, multilingual copy; compiling assets and ensuring they’re tailored to the fitting channels; wedding assets with relevant data to enhance targeting and personalization; and tracking performance to adapt asset performance quickly based on feedback. Nvidia’s OpenUSD helps generate hyper-realistic content at “an unprecedented volume,” based on the discharge.
WPP said that Production Studio has guardrails and human oversight in place to make sure brand safety and legal and ethical compliance. Those are a number of the top concerns surrounding generative AI, which is trained by scraping existing media.
Production Studio is only one piece of WPP’s commitment to spend 250 million kilos, or about $318 million, annually on generative AI over the subsequent several years. At Cannes Lions, the group also revealed a partnership with IBM around using generative AI to boost its business-to-business marketing solutions. In late May, WPP brought the newest AI models of startup Anthropic into its operating system. Open previously integrated Google’s Gemini AI, OpenAI’s ChatGPT and DALL-E and a wide range of other AI software.
WPP is betting heavily on generative AI amid a bigger turnaround push. The U.K.-based firm experienced revenue declines in its most up-to-date financial quarter, intensified by the lack of some major accounts and broad tech spending pullbacks, and expects full-year growth to be flat or at 1%.
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