WPP, one of the world’s largest advertising groups, has partnered with chipmaker Nvidia to use generative artificial intelligence to create large-scale advertising for its clients.
The new technology platform, which Nvidia president Jensen Huang plans to unveil in Taiwan on Monday, will allow WPP to use AI to create campaigns in minutes instead of weeks.
The platform combines 3D imaging software that can be used to generate perfectly accurate photorealistic images of things like cars, which can be incorporated into videos and 2D advertisements generated by AI engines.
In the case of a car, you could set this up on a desert or rainy road, a process that would take days using traditional green screens or filming in reality, allowing the car to adapt to its surroundings and become wet, shiny and reflective. There is a possibility that .
Faster production speed means ad campaigns can be quickly adapted to different markets and countries (e.g., putting cars on the streets of Hong Kong or New York), and for different digital channels such as YouTube and TikTok. This means that you can create customized ads for and its specific user groups.
WPP Chief Technology Officer Stephen Pretorius said clients are starting to ask for the use of generative AI. “We are now able to use generative AI to personalize … customization [advertising] Worldwide, anywhere: create 10,000 versions in minutes. ”
Many in the advertising industry are concerned that AI will replace their jobs, given its ability to replicate familiar creative content. Ad agencies are already using AI for media planning and buying.
WPP CEO Mark Read said, “It is much easier to identify the jobs AI will destroy than it is to identify the jobs AI will create. We’ve been doing it for years, but we’ve barely applied it to the creative part of our business.”
The technology will be a “foundation” for WPP’s business, Reed said, adding that “customers are looking for ways to rapidly reduce production costs to meet new channel demand.”
The technology, in partnership with Getty Images, also ensures copyright protection and addresses major concerns about the use of AI given the risks of illegally using images by “scraping” them.
WPP has been working with Nvidia on trials of this technology for several years. Rev Lebaredian, vice president of omniverse and simulation technology at Nvidia, whose stock has soared last week thanks to AI technology, told the Financial Times it’s time to use generative AI in advertising.
“There was a ChatGPT moment. We all know how revolutionary AI can be, and it shows in our stock price. WPP understood this early on .”
“Industries around the world, including the $700 billion digital advertising industry, are vying to realize the benefits of AI,” said Nvidia’s Huang. We will be able to deliver content at a high level,” he added. Realism and scale never before possible. ”
