WPP has taken its work on GenAI to the next level, creating generative 3D landscapes and worlds for brands including Coca-Cola and Ford.
The next phase of WPP’s work – which is part of a collaboration with tech giant Nvidia – was unveiled today at computer graphics conference Siggraph. The two companies have worked closely to develop GenAI innovations that can be applied across marketing and production, before being deployed in client campaigns.
Trained by in-house production company Hogarth, WPP’s creative tech teams are able to remove stages of the production process, enabling the 3D worlds to be built at scale and adapted to create culturally relevant and audience-specific campaigns which can then be used in local markets.
The Coca-Cola Company is one of the first of WPP’s clients to begin scaling its global campaigns with GenAI. It has been working with dedicated marketing team WPP Open X to roll out custom-built production studio Prod X across more than 100 markets.
The new tech allows Coca-Cola to personalise and customise branded imagery, delivering hyperlocal relevance with speed and on a global scale.
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The comms giant has also been working with Ford to build physically accurate, real-time digital twins of its vehicles to create car configurators that customers can explore and adapt according to their needs, generating demand for new vehicles before they hit the production line.
Using Nvidia NIM microservices for Universal Scene Description (OpenUSD) GenAI models, the 3D worlds are the first to be built on Nvidia’s Omniverse platform.
“The evolution of our collaboration with Nvidia underscores how WPP is innovating to lead in AI for the benefit of our clients,” said WPP’s chief technology officer Stephan Pretorius.
“With early access to the latest technologies through our intelligent marketing operating system WPP Open, we’re able to build on our library of 3D models to construct new digital worlds at scale and create brand-compliant campaigns that can be adapted to resonate with multiple audiences.”
WPP is also collaborating with stock image library Shutterstock to accelerate building the 3D worlds featuring brand-compliant products. Creative teams are able to either build on existing WPP visual content or search for 3D objects from a Shutterstock library of nearly 1.3 million 3D assets.
