The Worlds Biggest Ad Agency Is Going All In On AI With Nvidias Help

The Worlds Biggest Ad Agency Is Going All In On AI With Nvidias Help

WPP, the world's largest ad agency, has teamed up with chipmaker Nvidia to create ads using generative AI.

The companies announced their partnership on Monday when Nvidia (NVDA) CEO Jensen Huang demonstrated WPP's new content engine during a demo at Computex in Taipei.

“Generative AI is changing the world of marketing at an incredible speed. "This new technology will transform the way brands create content for commercial use," WPP CEO Mark Read said in a statement.

The platform will allow WPP's (WPP) creative team to integrate content from organizations like Adobe and Getty Images with generative AI to create "more effective and scalable" advertising campaigns, according to WPP (WPP) . This will allow companies to make large amounts of advertising content, such as images or videos, "more personalized and engaging", the company added.

In a demo played by Huang, WPP created a realistic shot of a car driving through the desert.

Thanks to the new AI-powered content engine, the same car can be placed on a London street or photographed in Rio de Janeiro to reach the Brazilian market, all without the need for costly on-site production.

Just as advertising campaigns can be quickly adapted to different countries or cities, advertising campaigns can also be adapted to different digital channels such as Facebook or TikTok and their users.

"You can create campaigns that are strongly tailored to resonate with an audience...On the other hand, you can create imaginary scenarios that never exist in real life," said Greg Estes, vice-president president of development programs at Nvidia, to CNN. .

The platform is the latest example of how large companies are rapidly adopting AI to increase productivity and bring new products to customers. Many people in the advertising and media industries fear that their jobs are at risk because artificial intelligence can collect information and create visual content that is indistinguishable from photographs.

WPP says its new platform "goes beyond current methods" by enabling users to "manually create hundreds of thousands of pieces of content using disparate data from disparate tools and systems." In other words, new technologies can mean that much smaller creative teams can end up doing the same amount of work.

"It's much easier to identify the jobs that are being destroyed by AI than it is to identify the jobs that are being created by AI," Read told the Financial Times on Monday. "We've used AI a lot in our media business, but very little in the creative part of our business."

Nvidia's Huang said, "Global industries, including the $700 billion digital advertising industry, are racing to harness the power of AI," adding that WPP will now enable brands to create "experiences of engaging products and content at a level of realism and scale never seen before." ." as soon as possible.

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