The collaboration focuses on utilizing NVIDIA’s new NIM microservices for Universal Scene Description (OpenUSD) generative AI models, built on the NVIDIA Omniverse platform, to create expansive and immersive 3D landscapes and worlds.

As the first company to leverage these advanced microservices, WPP is spearheading a new era of creative possibilities in marketing. The partnership is further bolstered by WPP’s collaboration with Shutterstock, aimed at accelerating the development of 3D worlds that feature brand-compliant products, all powered by NVIDIA’s cutting-edge technology.

This initiative builds on the foundation laid by the collaboration announced last year, with WPP and NVIDIA working closely to develop AI-driven innovations for marketing and production. The Creative Technology Apprentices at WPP, trained in-house alongside the production company Hogarth, have been pivotal in testing and refining NVIDIA’s new technologies.

NVIDIA’s new USD Search NIM and USD Code NIM microservices play a crucial role in this endeavor. These tools enable creative teams to draw from WPP’s extensive visual content archives or access Shutterstock’s vast library of nearly 1.3 million 3D assets. The USD Search NIM allows for comprehensive exploration of visual content, while the USD Code NIM facilitates the construction of virtual environments, object by object, and the assembly of scenes.

This innovative approach significantly streamlines the production process, allowing for the rapid creation of 3D worlds that can be customized for culturally relevant or audience-specific campaigns in various local markets. These generative AI 3D tools are accessible to WPP’s global network of production experts through the newly launched Production Studio on WPP Open, the company’s intelligent marketing operating system, or via bespoke solutions for individual clients.

One of the first major clients to benefit from this technology is The Coca-Cola Company, which plans to utilize WPP’s Prod X studio to scale generative 3D content across its marketing operations in 100 markets. Similarly, WPP is collaborating with Ford to develop digital twins of its vehicles, allowing customers to interactively configure cars before they reach the production line, enhancing pre-sale engagement.

Stephan Pretorius, Chief Technology Officer at WPP, highlighted the significance of this collaboration: “The evolution of our partnership 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 WPP Open, we’re able to expand our 3D model library and create brand-compliant campaigns tailored for diverse audiences.”

Rev Lebaredian, Vice President of Omniverse and Simulation Technology at NVIDIA, emphasized the impact of the new microservices: “By adopting NVIDIA’s new USD Search and USD Code NIM microservices, WPP’s creative teams can craft diverse, high-fidelity, and physically accurate 3D virtual environments, delivering more innovative and effective marketing content.”

WPP’s ongoing innovation in AI-driven creative solutions positions it at the forefront of the industry, providing clients with cutting-edge tools to engage audiences in new and compelling ways.