WPP, the world’s largest advertising agency, announced on Monday that it has teamed up with chip maker NVIDIA to use generative artificial intelligence techniques to craft its advertising campaigns.
Following the two companies’ announcement of the partnership during the Computex Taipei exhibition, NVIDIA CEO Jensen Huang revealed the new WPP content generator.
“Generative artificial intelligence is changing the world of marketing at an incredible speed,” said Mark Reid, CEO of WPP, adding, “This new technology will change the way brands create their commercial content.”
WPP stated that the platform will enable its creative teams to combine content from institutions such as Adobe and Getty Images with generative artificial intelligence to produce “more efficient and large-scale” advertising campaigns, and the company added that this will enable companies to produce large amounts of advertising content such as Photos or videos are more personalized and interactive.
During a demonstration given by Huang, WPP’s new platform designed realistic footage of a car driving through the desert.
The new AI-powered content platform means the same car can be positioned on a London street or filmed in Rio de Janeiro to target the Brazilian market, all without the need for real-world production cost.
Advertising campaigns can also be quickly adapted to different countries or cities, and can also be customized to different digital channels such as Facebook or TikTok.
“You can create very precise campaigns to match the audience,” NVIDIA vice president of developer programs Greg Estes told CNN. “On the other hand, you can create fictional scenarios that didn’t exist in real life.”
The platform is the latest example of how large corporations are quickly exploiting artificial intelligence to boost productivity and introduce new products to customers. photographer.
WPP said its new platform “outperforms current approaches” of having people “manually create hundreds of thousands of pieces of content using disparate data coming from disconnected tools and systems.” In other words, the new technology could mean significantly smaller creative teams. She will eventually be able to do as much work.
“It is much easier to identify the jobs that AI will destroy than it is to identify the jobs that AI will create,” Reed said, adding, “We have applied AI a lot in our media business, on the contrary, we have applied it very little in the creative parts of our business.”
For his part, Huang stressed that “global industries – including the $700 billion digital advertising industry – are racing to discover the benefits they can reap from artificial intelligence,” adding that WPP will now enable brands to “deliver a unique experience to their products with compelling content.” with a level and amount of realism that was not possible before.”
(Here Ziadi – CNN)
2023-05-30 05:47:45
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