Nvidia & WPP leverage AI to co-create generative 3D worlds for advertisers
The 3D worlds are designed to boost creativity, efficiency and impact in advertising, with early adopters Coca-Cola and Ford using these tools to drive engagement and interest.
The generative worlds are designed to enhance and customize advertising and marketing campaigns. / Credit: WPP, Nvidia
Computing technology company Nvidia has teamed up with global advertising giant WPP on an innovative new project, just over a year into their partnership, that taps into Nvidia’s new AI tools to create detailed 3D worlds to enhance advertising and marketing campaigns.
These immersive virtual environments will reportedly allow brands to showcase products in detailed, engaging and customizable settings, improving product demonstrations, brand storytelling and audience-specific marketing.
The tools are now available to WPP’s production experts worldwide through the company’s newly launched Production Studio, part of the WPP Open platform.
The new immersive worlds are built on the Nvidia Omniverse, a real-time immersive graphics platform, and will employ a suite of new advanced AI tools – Nvidia’s NIM microservices — that help create and manage 3D content in virtual environments.
WPP is also working with Shutterstock to speed up the creation of 3D worlds that feature brand-compliant products powered by Nvidia’s 3D generative AI technology. This will empower creative teams to search for 3D objects from Shutterstock’s library of nearly 1.3m 3D assets and assemble objects into scenes.
The holding company continues to embrace AI, after investing $316.8m in proprietary technology in January to enhance its internal platform, WPP Open. A key focus of the network has been developing bespoke AI models, known as ‘Brains,’ to improve efficiency and media performance.
WPP has collaborated closely with Nvidia since last year to develop AI innovations for marketing and production, using these advancements in client campaigns.
“The evolution of our collaboration with Nvidia underscores how WPP is innovating to lead in AI for the benefit of our clients,” said Stephan Pretorius, chief technology officer at WPP. “With early access to the latest technologies through our intelligent marketing operating system WPP Open, we’re able to build on our library of 3D models to construct new digital worlds at scale and create brand-compliant campaigns that can be adapted to resonate with multiple audiences.”
Rev Lebaredian, vice-president of omniverse and simulation technology at Nvidia, added: “By adopting Nvidia’s new USD Search and USD Code NIM microservices, WPP’s creative teams can create significantly more diverse, high-fidelity and physically accurate 3D virtual environments and deliver more innovative and effective marketing content to clients.”
The Coca-Cola Company will be among the first WPP clients to use generative 3D across its 100 markets, working with its dedicated marketing team WPP Open X to deploy Prod X, a WPP-built custom production studio, across its marketing operations.
WPP is also collaborating with Ford to develop accurate, real-time digital twins of its vehicles, creating car configurators that customers can explore and customize, generating interest in new models before they enter production.
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