WPP teams up with NVIDIA to build generative AI-enabled content engine for digital advertising

Computing company NVIDIA and global marketing and communications company WPP are developing an artificial intelligence (AI) content engine set to enable creative teams to produce high-quality commercial content at a faster and more efficient pace and at scale. 

The new engine connects an ecosystem of 3D design, manufacturing and creative supply chain tools, including those from Adobe and Getty Images, letting WPP’s artists and designers integrate 3D content creation with generative AI.

This will allow its clients to reach consumers in highly personalised and engaging ways, while preserving the quality, accuracy and fidelity of their company’s brand identity, products and logos.

Don't miss: Design Bridge and Partners launches as new WPP design partnership

“Generative AI is changing the world of marketing at incredible speed,” said Mark Read, the CEO of WPP. “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.”

The content engine will harness the power of AI as well as NVIDIA's Omniverse Cloud as a foundation. Omniverse Cloud is a platform used to connect 3D tools and to develop and operate industrial digitalisation applications.

The system 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.

WPP will also use responsibly trained generative AI tools and content from partners such as Adobe and Getty Images so its designers can create varied, high-fidelity images from text prompts and bring them into scenes.

This includes Adobe Firefly, a family of creative generative AI models, and exclusive visual content from Getty Images created using NVIDIA Picasso, a foundry for custom generative AI models for visual design.

With the final scenes, creative teams can render a large volume of brand-accurate, 2D images and videos for classic advertising, or choose to publish interactive 3D product configurators to NVIDIA Graphics Delivery Network, a worldwide, graphics streaming network, for consumers to experience on any web device.

The new engine also outperforms current methods which require creatives to manually create hundreds of thousands of pieces of content using disparate data coming from disconnected tools and systems, according to WPP. 

“The world’s industries, including the $700 billion digital advertising industry, are racing to realize the benefits of AI,” said NVIDIA founder and CEO Jensen Huang who was unveiling the engine in a demo this week. “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.”

The new content engine will be rolled out globally in the coming weeks to WPP's clients. 

MARKETING-INTERACTIVE has reached out for more information.

Related articles: 
Mondelēz hands part of its global content production remit to WPP and Publicis Groupe
MediaCom names Singapore MD as Archana Ram helms WPP role
WPP merges Design Bridge and Superunion