Advanced generative artificial intelligence (AI) is increasingly being used to speed business processes, including many creative processes. While AI may not be able to replace human creativity, it can indeed speed the workflow so that humans have more time to do what they do well:
Enahnce human creativity.
Computing company NVIDIA and British creative agency WPP recently announced they are jointly developing a new content engine. This engine is poised to harness NVIDIA Omniverse and AI, enabling creative teams to produce higher-quality commercial content faster, more efficiently and at scale (All while staying fully aligned with a client’s brand). For more context, Omniverse is a real-time 3D graphics collaboration platform created by NVIDIA. WPP is also currently one of the world’s largest marketing services organizations.
The new engine will connect 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 enables WPP's clients to reach consumers in "highly personalized and engaging ways while preserving the quality, accuracy and fidelity of their company’s brand identity, products and logos," said the companies. They also noted that the collaboration will give 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 has at its foundation Omniverse Cloud — a platform for connecting 3D tools and developing and operating industrial digitalization applications. This 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, and it lends computer-aided design tools to create brand-accurate, photoreal digital twins of client products.
WPP uses 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.
“Generative AI is changing the world of marketing at incredible speed,” said Mark Read, 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.”
Edited by
Alex Passett
