When The Coca-Cola Firm produces thirst-quenching advertising, the artistic parts of campaigns aren’t simply left to likelihood — there’s a recipe for the magic. Now, the beverage firm, by way of its partnership with WPP Open X, is starting to scale its international 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 velocity and at international scale,” mentioned Samir Bhutada, international vp 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 probably 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 permits interoperability between software program instruments and knowledge sorts 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 belongings, 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 belongings that comprise culturally related parts on a worldwide scale, utilizing immediate engineering to rapidly make changes to AI-generated pictures 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 may have a long-lasting influence 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 vp 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 not too long ago introduced the discharge of Manufacturing Studio on WPP Open, the corporate’s clever advertising working system powered by AI. Co-developed with its manufacturing firm, Hogarth, Manufacturing Studio faucets into the Omniverse improvement 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 straight 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 improvement related to having constructed our personal core USD pipeline and a long time of expertise in 3D workflows, is what made it potential 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 may 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.
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