NVIDIA founder and CEO Jensen Huang said today at the Cannes Lions Festival on the French Riviera that generative AI will “supercharge” creators across industries and content types.
“For the first time, we can scale the creative process in content generation, and content generation can be in any format: text, images, 3D, video,” Huang said in a conversation with CEO Mark Read. I said in WPP — The world’s largest marketing and communications services company.
At the event, which was attended by thousands of creators, marketers and brand executives from around the world, Huang outlined the impact of AI on the $700 billion digital advertising industry. He also touched on how AI can empower creators and the importance of responsible AI development.
“Content generation at scale is possible, but infinite content does not mean infinite creativity,” he said. “Through our thinking, we need to tell this AI to generate content that aligns with our customers’ values and brand tone.”
The discussion follows Huang’s recent keynote at COMPUTEX, where NVIDIA and WPP partner to develop a content engine powered by generative AI and the NVIDIA Omniverse platform for building and operating metaverse applications. announced.
Powering the Age of Generative AI
NVIDIA has been pushing the boundaries of graphics technology for 30 years and at the forefront of the AI revolution for 10 years. This combination of graphics and AI expertise puts the company in a unique position to enable a new era of generative AI applications.
Huang said the “greatest moment of modern AI” can be traced back to a 2012 academic competition. In this competition, a University of Toronto research team led by Alex Kryzhevski showed that NVIDIA GPUs can train AI models to recognize objects better than any computer. The vision algorithm that appeared before that.
Since then, developers have taught neural networks to recognize images, videos, sounds, protein structures, physics, and more.
“You can learn almost any language,” Huang said. “If you learn a language, you can apply it. And the application of language is generative.”
Generative AI models can create text, pixels, 3D objects, and realistic motion, giving professionals superpowers to bring their ideas to life faster. Creative working with a team of artists Like her director, users can use prompts to direct her AI model and fine-tune its output to match their own vision.
“Like the best creative directors, you have to give the machine feedback,” says Reid.
Huang emphasized that these tools are not a substitute for human creativity. These enhance the skills of artists and marketing professionals to help meet client demand by producing content more quickly in multiple formats for different audiences.
“We democratize content generation,” Huang said.
Reimagining how we live, work and create with AI
A key benefit of Generative AI for the creative industry is the ability to scale up content generation to rapidly generate text and visual options that can be used in advertising, marketing, and film.
“In the old days, we created hundreds of different ad options that were acquired based on media,” says Huang. “In the future, there will be no searches and billions of different ads generated. .”
For use by professional creators, these AI tools must also produce high-quality visuals that meet or exceed the standards of traditionally captured content.
It all starts with a digital twin, a true-to-life simulation of a real-world physical asset. The NVIDIA Omniverse platform lets you create stunning photorealistic visuals that accurately represent physics and materials, including images, videos, 3D objects, and immersive virtual worlds.
“Omniverse is a virtual world,” Huang said. “We created a virtual world where AI can learn how to create physics-based AI.”
“This virtual world has an interface called USD, so you can bring in assets and content created with any tool,” he said, referring to the Universal Scene description framework for collaboration in 3D. It allows artists and designers to combine assets developed using popular tools from companies like Adobe and Autodesk with virtual worlds developed using generative AI.
Announced earlier this year, NVIDIA Picasso, a foundry of custom generative AI models for visual design, offers best-in-class image, video and 3D generative AI capabilities developed in collaboration with partners such as Adobe, Getty Images and Shutterstock. is also supported.
“We have created a platform that allows our partners to train from properly licensed data from Getty, Shutterstock, Adobe, for example,” said Huang. “They respect content owners. Training data comes from that source, and any financial gain from that can go back to the creators.”
Reed and Huang said it is important that AI, like any other breakthrough technology, be developed and deployed thoughtfully. Technologies that watermark AI-generated assets and detect whether digital assets have been altered or counterfeit support these goals.
“We need to put as much energy into AI functionality as we do into AI safety,” Huang said. “In the world of advertising, safety is brand integrity, brand integrity, the right tone and truth.”
Collaborate on a content engine for digital advertising
As a leader in digital advertising, WPP embraces AI as a tool to enhance creativity and personalization, helping creators across industries craft compelling messages that reach the right consumers.
“Between the creative process and the customer, we will need an advertising agency that understands technology,” Huang said. “Humans have to be involved throughout the middle process. You have to understand the voice of the brand you are trying to represent.”
Creative professionals at WPP can use the Omniverse Cloud to build physically accurate digital twins of their products using brand-specific product design data. This real-world data can be combined with AI-generated objects and digital environments licensed through partners such as Adobe and Getty Images to create virtual sets for marketing content.
“WPP will definitely become an AI company,” Huang said. “Create an AI factory where creativity, thoughts and prompts are input and content is born.”
https://www.youtube.com/watch?v=diXXSEbo7TFw
Responsibly trained and powered by NVIDIA-accelerated generative AI, this content engine increases the speed and efficiency of creative teams, enabling them to quickly render brand-true advertising content at scale. increase.
“The types of content we can help generate for our clients are virtually limitless,” Huang said. “We will go from hundreds of samples of content created for a particular brand or campaign to billions of pieces of content generated for each individual.”
Learn more about the NVIDIA and WPP collaboration here.
