WPP in Design Content Personalization Partnership

WPP and graphics technology provider NVIDIA are developing an engine through which the former's artists and designers can create large volumes of more tailored and immersive 3D ad content, such as images or videos; and experiences such as 3D product configurators.

The deal will tap into the NVIDIA Omniverse computing platform, built for virtual collaboration and real-time photorealistic simulation. This platform will be combined with artificial intelligence to connect a range of 3D design, manufacturing and creative supply chain tools, including those from Adobe and Getty Images. According to WPP, the integration will enable its clients to reach consumers in more personalized ways, while preserving the quality of their company's brand identity, products and logos.

WPP uses generative AI tools and content from partners such as Adobe and Getty Images, including Adobe Firefly, a family of creative generative AI models, and exclusive visual content from Getty Images created using NVIDIA Picasso, a platform for custom generative AI models for visual design. With the final scenes, creative teams can render large volumes of 2D images and videos for classic advertising, or publish interactive 3D product configurators to the NVIDIA Graphics Delivery Network, a graphics streaming network, for consumers to experience on any web device.

Mark Read (pictured), CEO of WPP, says the new engine outperforms current methods, which require creatives to manually create hundreds of thousands of pieces of content using disparate data coming from disconnected tools and systems. 'This new technology will transform the way that brands create content for commercial use, and cements WPP's position as the industry leader in the creative application of AI for the world's top brands', Read adds.

Web sites: www.wpp.com and www.nvidia.com .