WPP, Nvidia Announce Historic Partnership Based On Generative AI Content Engine

Jensen Huang, founder and CEO of Nvidia, announced a hyperscale generative artificial intelligence (GAI) supercomputer called Israel-1 that the company will deploy in its Israeli data center. It will be used as a blueprint and testbed for Nvidia Spectrum-X, a networking platform for various artificial intelligence (AI) applications including generative AI (GAI).

On Monday, Nvidia and holding company WPP announced a historic deal to develop a content engine for assets built on GAI. The engine will support Nvidia’s 3D content development platform Omniverse.

It is not clear whether Spectrum-X, which took 18 months to develop at a cost of hundreds of millions of dollars, will support the partnership with WPP. One thing is certain -- Nvidia’s developers understand speed. It is one of Nvidia's most significant and central investments that targets and supports GAI.



Huang unveiled the engine in a demo during his COMPUTEX keynote address. He showed how clients can work with teams at WPP to make large volumes of brand advertising content such as images or videos and experiences including 3D product configurators that are more tailored and immersive.

Huang said the $700 billion digital advertising industry is racing to realize the benefits of GAI.

Nvidia, known for developing integrated circuits used in everything from electronic game consoles to personal computers (PCs), leads in manufacturing of high-end graphics processing units (GPUs). The company has been described by William Blair analysts as the “most obvious winner given its dominance in GPUs and related AI software.”

Nvidia’s partnership with WPP aims to enable the holding company’s ad-agency creative teams to produce high-quality commercial content much faster and more efficiently for clients. The new engine will become available exclusively to WPP clients worldwide and focus on GAI.

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

WPP plans to 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 GAI.  

The content engine has at its foundation Omniverse Cloud — a platform for connecting 3D tools, and developing and operating industrial applications.
Generative AI (GAI) will give marketers the ability to produce and optimize thousands of pieces of content much more quickly. Matt Cosad, head of data and analytics at Kraft Heinz, in a separate conversation talked about how Kraft Heinz produces and reviews 20,000 distinct pieces annually. The company expects to “ten-x” it with GAI.

Brands are looking for “responsibly trained” GAI tools and content from partners such as Adobe and Getty Images, among others, 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.

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