- WPP and Nvidia have partnered on a latest content engine that uses generative artificial intelligence (AI) to render and scale creative more efficiently, per a press release.
- The offering, which can soon be available exclusively to WPP clients, is built on Nvidia’s Omniverse Cloud solution that manages industrial digital applications. Through this platform, WPP will leverage software including Adobe’s Substance 3D and Firefly products and Getty Images to make more lifelike, brand-accurate imagery and videos.
- The firms claim the brand new engine outperforms traditional creative processes, where hundreds of assets should be crafted manually based on data from disparate sources. WPP is laying claim as an early leader in generative AI amongst agencies because the technology guarantees to disrupt marketing.
The world’s largest ad agency is betting big on generative AI. The content engine developed with Nvidia has the potential to shake up a core value proposition of the business, helping creative teams produce promoting assets for clients in a way that higher recognizes the breakneck pace of digital and data-driven marketing. Nvidia founder and CEO Jensen Huang demoed the tech during a keynote presentation on the Computex conference in Taipei.
WPP hopes the platform will lend it a competitive edge as marketers express a transparent interest within the emergent AI sector, which has gripped the general public’s attention and sparked heated debates due to the widespread popularity of software like OpenAI’s ChatGPT. The Coca-Cola Company, a top WPP account, is already experimenting with creative applications of generative AI through a pact with OpenAI and consultant Bain & Company.
The Nvidia announcement also comes at a time when many brands are cutting back on ad spending resulting from economic pressures, a trend that has weighed on creative shops. Meanwhile, a lot of the biggest digital promoting platforms, including Google and Meta Platforms, are investing in their very own generative AI bells and whistles to assist advertisers iterate on creative at a faster clip — a possible threat to standard agencies.
“Generative AI is changing the world of promoting at incredible speed,” said Mark Read, CEO of WPP, in a press statement. “This latest technology will transform the way in which that brands create content for business use, and cements WPP’s position because the industry leader within the creative application of AI for the world’s top brands.”
WPP and Nvidia emphasized that the work produced through the engine will likely be each lifelike and aligned with a client’s goals, a possible try to stave off concerns around AI-generated imagery that tends to land within the uncanny valley.
Central to the brand new engine is Nvidia’s cloud-supported Omniverse solution, which allows WPP to access multiple industrial applications. Those include Adobe’s Substance 3D platform for immersive content creation; the Adobe Firefly suite of generative AI products for creators; and a raft of exclusive visuals from Getty Images made with Nvidia Picasso, one other piece of visual design software that relies on generative AI. The final result will likely be large volumes of 2D images and videos for more personalized “classic promoting,” while Nvidia can be enabling WPP creatives to deploy interactive 3D experiences through its Nvidia Graphics Delivery Network.
“With Omniverse Cloud and generative AI tools, WPP is giving brands the flexibility to construct and deploy product experiences and compelling content at a level of realism and scale never possible before,” said Nvidia’s Huang in a press release.
Nvidia recently became the primary chipmaker to surpass a $1 trillion market valuation due to its bets on AI, Bloomberg reported, as the corporate makes almost all the graphics chips that power AI. WPP, like many ad-holding groups, has weathered the trials of the pandemic and inflation well but is facing a second half clouded by uncertainties, including the potential for a recession.
One of essentially the most pressing questions surrounding generative AI is how it is going to impact the workforce. Time will tell whether the Nvidia alliance ends in a shrinking of WPP’s creative teams.
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