Agency holding group WPP has launched an AI-powered production studio in a bid to help advertisers unlock faster and more efficient opportunities for content creation.
Developed alongside WPP-owned production firm Hogarth, the imaginatively-named ‘Production Studio’ will streamline and automate the production of text, images and video.
Embedded within WPP Open, the studio forms part of the group’s £250m annual investment in AI, data, and technology and will give brands access to its generative AI content engine, which resulted from a close collaboration with NVIDIA last year.
“Production Studio exemplifies WPP’s commitment to innovation and our ability to leverage cutting-edge technologies to drive growth for our clients through WPP Open,” WPP chief technology officer, Stephan Petorius said.
Subscribe to Marketing Beat for free
Sign up here to get the latest news sent straight to your inbox each morning
“By combining the power of AI with human creativity and expertise, we are redefining the boundaries of content creation and delivering value to our clients around the world.”
The studio will primarily look to address the issues faced by advertisers in producing brand-compliant and product-accurate content at scale, with this new solution enabling them to generate hyper-realistic content at a significantly higher volume.
Hogarth managing director, strategic consulting and AI, Priti Mhatre added: “Production Studio is a game-changer for the content creation industry.
“By harnessing the power of generative AI and NVIDIA Omniverse, we are changing the way brands create and deliver content. This innovative solution empowers our clients to achieve unparalleled scale, speed, accuracy and creativity in their marketing campaigns.”
