Nvidia and WPP said Monday that they are jointly developing a content engine that harnesses NVIDIA’s 3D content development platform Omniverse  and artificial intelligence. The effort is designed to enable creative teams at the holding company’s ad agencies to produce high-quality commercial content faster, more efficiently and at scale for clients. 

According to the firms, the new engine will soon be available exclusively to WPP clients around the world. It 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.  

That approach, the firms assert, will enable clients to reach consumers in new and highly personalized ways, while “preserving the quality, accuracy and fidelity of their company’s brand identity, products and logos." 

NVIDIA founder and CEO Jensen Huang unveiled the engine in a demo during his COMPUTEX keynote address in Taiwan, illustrating how clients can work with agency teams to make large volumes of brand advertising content such as images or videos and experiences like 3D product configurators more tailored and immersive. 

“The world’s industries, including the $700 billion digital advertising industry, are racing to realize the benefits of AI,” Huang said. “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.” 

“Generative AI is changing the world of marketing at incredible speed,” added 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.”  

The new content engine sits on Nvidia’s Omniverse Cloud, a platform for connecting 3D tools and developing applications. This allows WPP to connect its product-design data from software such as Adobe’s Substance 3D tools (including Adobe Firefly) for advanced content creation, plus computer-aided design tools to create “brand-accurate, photoreal digital twins of client products.” 

Designers can create varied, high-fidelity images from text prompts and bring them into content scenes. WPP teams have exclusive visual content from Getty Images created using the Nvidia Picasso platform to create custom generative AI models for visual design. 

Creatives can render large volumes of  2D images and videos for conventional advertising or publish interactive 3D product configurators to Nvidia’s global graphics streaming network for consumers to experience on any web device. 

The new engine potentially replaces some current methods, which require creatives to manually create hundreds of thousands of pieces of content using disparate data coming from disconnected tools and systems.