The engine will enable artists and designers to use 3D design, manufacturing and creative supply tools such as Getty Images and Adobe to combine and integrate content for brand campaigns and marketing assets.
“We’re building the factory. And there’s a whole bunch of building to do,” Huang said, adding that Nvidia will build the infrastructure, software, algorithms and methodology for using AI.
“How do you make an AI speak the language of a brand, speak at the tone of the brand, and speak with the integrity of the brand?” he asked. “We need practitioners like WPP to put it to work.”
A video case study is being used by both companies to showcase the potential of the partnership. It features work for Volvo with a real car placed into a virtual set that looks like a vast desert, but created with GenAI.
This could also meet clients’ almost unrelenting need for branded digital content.
“You’ll see imagery used in situations where it wasn’t before,” Read said. “When you buy a car, [the company] sends you a video of your car in an environment. That would have cost the client millions of dollars to make before,” he said. “The quality/quantity price discussion is something that is going to enable our stories to be told in better ways.”
Read also sees the technology helping media agencies optimize their media plans so “the right message (gets) to the right person at the right time, relevant and personalized.”
We’re already seeing it
WPP agencies Ogilvy and Wavemaker have worked with AI on creative campaigns including last year’s #NotJustACadburyAd campaign during Diwali, with thousands of personalized messages for shops across India. For Nestle, a campaign featuring a portrait by Johannes Vermeer called “The Milkmaid” used Dall-E to extend the image through its art direction tool to tell a broader story in the artist’s style.
Read also revealed that a brainstorming session saw creatives ask the technology to offer names for a new product before being given feedback such as “make it longer” or “make it funnier,” with the creative director understanding the necessary nuance before offering further instructions.
