James Ding
Jul 30, 2024 04:38
The Coca-Cola Company partners with WPP and NVIDIA Omniverse to scale generative AI for global marketing campaigns, ensuring brand authenticity and hyperlocal relevance.
The Coca-Cola Company is set to revolutionize its marketing efforts through an innovative partnership with WPP and NVIDIA Omniverse, aiming to scale generative AI content across global campaigns, according to NVIDIA Blog.
Scaling Marketing with Generative AI
In collaboration with WPP Open X, Coca-Cola will utilize NVIDIA Omniverse and NVIDIA NIM microservices to enhance the creative elements of its marketing campaigns. These technologies will help the beverage giant deliver personalized and hyperlocal content across more than 100 markets, ensuring both speed and global scale.
“With NVIDIA, we can personalize and customize Coke and meals imagery across 100-plus markets, delivering on hyperlocal relevance with speed and at global scale,” said Samir Bhutada, global vice president of StudioX Digital Transformation at The Coca-Cola Company.
Innovative Tools and Technologies
Coca-Cola has been working alongside WPP to develop digital twin tools and roll out Prod X, a custom production studio experience designed specifically for the company’s global use. This initiative includes the integration of NVIDIA NIM microservices for Universal Scene Description (OpenUSD) into its Prod X roadmap. OpenUSD is a 3D framework that facilitates interoperability between various software tools and data types for building virtual worlds.
The new NIM microservices, such as USD Search NIM and USD Code NIM, allow WPP to access a vast archive of models and assemble them into scenes. This enables Prod X users to create 3D advertising assets with culturally relevant elements, using prompt engineering to quickly adjust AI-generated images for better targeting in local markets.
Impact on 3D Engineering and Art
WPP has highlighted the significant impact that NVIDIA NIM microservices will have on the 3D engineering and art world. The USD Search NIM makes WPP’s extensive visual asset libraries readily available via written prompts, while the USD Code NIM generates Python code to create novel 3D worlds based on developer input.
“The beauty of the solution is that it compresses multiple phases of the production process into a single interface and process,” said Perry Nightingale, senior vice president of creative AI at WPP. “It empowers artists to get more out of the technology and create better work.”
Redefining Content Production
WPP recently introduced Production Studio on WPP Open, its intelligent marketing operating system powered by AI. Developed in conjunction with its production company, Hogarth, Production Studio leverages the Omniverse development platform and OpenUSD for generative AI-enabled product configurator workflows.
This new platform aims to streamline and automate the creation of multilingual text, images, and videos, directly addressing the challenges advertisers face in producing brand-compliant and product-accurate content at scale.
“Our groundbreaking research with NVIDIA Omniverse for the past few years, and the research and development associated with having built our own core USD pipeline and decades of experience in 3D workflows, is what made it possible for us to stand up a tailored experience like this for The Coca-Cola Company,” said Priti Mhatre, managing director for strategic consulting and AI at Hogarth.
Attendees of the SIGGRAPH conference can learn more about WPP’s efforts in the session titled “Robotics, Generative AI, and OpenUSD: How WPP Is Building the Future of Creativity.” NVIDIA founder and CEO Jensen Huang will also participate in the event, featuring in discussions with Meta founder and CEO Mark Zuckerberg and WIRED Senior Writer Lauren Goode.
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