WPP is collaborating with NVIDIA to create generative 3D landscapes and worlds. This was announced at the annual computer graphics conference SIGGRAPH on 29 July, when WPP revealed the next phase of its partnership with NVIDIA.
According to a press release, WPP is the first company to test and use the new NVIDIA NIM microservices for Universal Scene Description (OpenUSD). To further accelerate the creation of 3D worlds that feature brand-compliant products, WPP is also collaborating with Shutterstock.
The Coca-Cola Company will be one of WPP’s first clients to benefit from the opportunities of generative 3D across its 100 markets. WPP has also been working with Ford to build ‘physically accurate, real-time digital twins’ of vehicles, enabling customers to explore and adapt them according to their needs. In this way, they seek to generate demand for new cars before production.
Stephan Pretorius, Chief Technology Officer at WPP, commented:
The evolution of our collaboration with NVIDIA underscores how WPP is innovating to lead in AI for the benefit of our clients. 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.
Featured image: WPP x NVIDIA