WPP launches AI-enabled Production Studio

It will allow marketers to unlock ‘exponentially more content’

On 18 June, WPP announced the launch of Production Studio: an AI-enabled, end-to-end production application co-developed with WPP’s production company Hogarth. The Production Studio uses the NVIDIA Omniverse and generates hyper-realistic content at an unprecedented volume by combining advanced AI tech and human creativity with 3D workflows enabled by OpenUSD.

The innovative solution enables advertisers and marketers to transform their content creation by streamlining and automating the creation of text, images and videos. It also provides them with access to WPP’s generative AI content engine.

According to a press release, the Production Studio offers six key benefits:

  • Streamlining the creation of 3D product models and centralising content updates throughout production lifecycle
  • Producing visual content using advanced AI and data-driven insights to ensure brand authenticity and cultural relevance
  • Using AI to generate multilingual copy
  • Compiling and customising channel-ready assets at scale, enabling dynamic and tailored content
  • Connecting assets with relevant data and insights to deliver targeted and personalised communications
  • Using real-time performance data to adapt and enhance asset performance and user experiences

Stephan Pretorius, Chief Technology Officer at WPP, said:

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. 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.

This solution is now available to all of WPP’s clients through WPP Open.

Featured image: WPP