When The Coca-Cola Firm produces thirst-quenching advertising and marketing, the artistic parts of campaigns aren’t simply left to likelihood — there’s a recipe for the magic. Now, the beverage firm, by means of its partnership with WPP Open X, is starting to scale its world campaigns with generative AI from NVIDIA Omniverse and NVIDIA NIM microservices.
“With NVIDIA, we will personalize and customise Coke and meals imagery throughout 100-plus markets, delivering on hyperlocal relevance with pace and at world scale,” mentioned Samir Bhutada, world vice chairman of StudioX Digital Transformation at The Coca-Cola Firm.
Coca-Cola has been working with WPP to develop digital twin instruments and roll out Prod X — a customized manufacturing studio expertise created particularly for the beverage maker to make use of globally.
WPP introduced immediately at SIGGRAPH that The Coca-Cola Firm will likely be an early adopter for integrating the new NVIDIA NIM microservices for Common Scene Description (aka OpenUSD) into its Prod X roadmap. OpenUSD is a 3D framework that allows interoperability between software program instruments and information varieties for constructing digital worlds. NIM inference microservices present fashions as optimized containers.
The USD Search NIM permits WPP to faucet into a big archive of fashions to create on-brand property, and the USD Code NIM can be utilized to assemble them into scenes.
These NIM microservices will allow Prod X customers to create 3D promoting property that comprise culturally related parts on a worldwide scale, utilizing immediate engineering to rapidly make changes to AI-generated photos in order that manufacturers can higher goal their merchandise at native markets.
Tapping Into NVIDIA NIM Microservices to Deploy Generative AI
WPP mentioned that the NVIDIA NIM microservices could have an enduring affect on the 3D engineering and artwork world.
The USD Search NIM could make WPP’s large visible asset libraries rapidly out there by way of written prompts. The USD Code NIM permits builders to enter prompts and get Python code to create novel 3D worlds.
“The fantastic thing about the answer is that it compresses a number of phases of the manufacturing course of right into a single interface and course of,” mentioned Perry Nightingale, senior vice chairman of artistic AI at WPP, of the brand new NIM microservices. “It empowers artists to get extra out of the expertise and create higher work.”
Redefining Content material Manufacturing With Manufacturing Studio
WPP just lately introduced the discharge of Manufacturing Studio on WPP Open, the corporate’s clever advertising and marketing working system powered by AI. Co-developed with its manufacturing firm, Hogarth, Manufacturing Studio faucets into the Omniverse growth platform and OpenUSD for its generative AI-enabled product configurator workflows.
Manufacturing Studio can streamline and automate multilingual textual content, picture and video creation, simplifying content material creation for advertisers and entrepreneurs, and immediately addresses the challenges advertisers proceed to face in producing brand-compliant and product-accurate content material at scale.
“Our groundbreaking analysis with NVIDIA Omniverse for the previous few years, and the analysis and growth related to having constructed our personal core USD pipeline and a long time of expertise in 3D workflows, is what made it doable for us to face up a tailor-made expertise like this for The Coca-Cola Firm,” mentioned Priti Mhatre, managing director for strategic consulting and AI at Hogarth.
SIGGRAPH attendees can hear extra about WPP’s efforts by becoming a member of the corporate’s session on “Robotics, Generative AI, and OpenUSD: How WPP Is Constructing the Way forward for Creativity.”
NVIDIA founder and CEO Jensen Huang will even be featured on the occasion in fireplace chats with Meta founder and CEO Mark Zuckerberg and WIRED Senior Author Lauren Goode. Watch the talks and different classes from NVIDIA at SIGGRAPH 2024 on demand.
Photograph credit score: WPP, The Coca-Cola Firm
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