WPP automates 3D environment building using Nvidia tech

WPP is using Nvidia technology to create AI-generated 3D worlds and landscapes for developing and adapting campaigns to different markets, the holding company announced at the SIGGRAPH computing conference on Monday.

WPP will begin building 3D environments using existing WPP visual content or searching for 3D objects on Shutterstock. Two new Nvidia microservices, which let businesses create custom applications for developing platforms, will enable WPP to search visual archives and code those objects into virtual environments.

Those microservices are available through NIM, a software platform Nvidia launched in March to streamline using AI models in production environments. WPP is the first company to use those microservices for Universal Scene Description generative AI models designed to edit and swap assets in 3D scenes, according to a statement from the companies.

The USD Search NIM and USD Code NIM microservices will automate parts of the production process for WPP’s creative teams. Production specialists can access the tools through Production Studio, which the holding company launched at Cannes to house its generative AI tools.

WPP's PR firms include FGS Global; Burson, created by the merger of BCW and Hill & Knowlton; and Ogilvy PR. 

Coca-Cola is one of the first brands to use the microservices to scale AI-generated 3D environments across global markets, according to WPP’s statement. The brand’s bespoke marketing team, WPP Open X, has built a production studio, Prod X, to support these efforts.

The holding company said it would begin investing $318 million in AI annually at the start of the year. A week earlier, Publicis Groupe announced a $326 million investment in AI over the next three years.