WPP announced at the SIGGRAPH computing conference that it is utilizing Nvidia technology to create AI-generated 3D worlds and landscapes to tailor campaigns for different markets. WPP will start constructing 3D environments using its existing visual content or by searching for 3D objects on Shutterstock. Two new Nvidia microservices, designed to help businesses develop custom applications, will allow WPP to search visual archives and integrate those objects into virtual environments.
Those microservices are available through NIM, a software platform Nvidia launched in March to streamline using AI models in production environments. WPP is the first company to use those microservices for Universal Scene Description generative AI models designed to edit and swap assets in 3D scenes, according to a statement from the companies.
The USD Search NIM and USD Code NIM microservices will streamline aspects of the production process for WPP’s creative teams. These tools can be accessed by production specialists through Production Studio, a platform WPP introduced at Cannes to host its generative AI tools. WPP’s PR firms include FGS Global, Burson (formed from the merger of BCW and Hill & Knowlton), and Ogilvy PR.
According to WPP's statement, Coca-Cola is among the first brands to leverage microservices for scaling AI-generated 3D environments across global markets. WPP Open X, Coca-Cola’s dedicated marketing team, has established a production studio called Prod X to support these initiatives. Additionally, WPP has been collaborating with Ford to create digital replicas of its vehicles for customer configuration. The holding company also announced plans to invest $318 million annually in AI starting this year. A week earlier, Publicis Groupe revealed a $326 million investment in AI over the next three years.