Jorg Hiller
July 30, 2024 05:53
NVIDIA introduces advanced generative AI technology that is revolutionizing digital marketing, giving agencies the tools for on-brand visuals and efficient advertising.
NVIDIA unveiled a comprehensive suite of technologies designed to revolutionize the world of digital marketing, empowering creative and production services agencies to produce on-brand visuals with unprecedented efficiency. According to the NVIDIA blog, these innovations include the integration of generative AI, NVIDIA NIM microservices, NVIDIA Omniverse, and Universal Scene Description (OpenUSD).
Advanced creative tools
The new suite provides developers with the ability to build applications and workflows that streamline the creation of targeted advertising content. By leveraging the USD Search NIM microservice, artists can access a vast archive of OpenUSD-based brand-approved assets, including products, props, environments, and more. Integrating with the USD Code NIM microservice further enhances this capability, accelerating the assembly of these scenes.
Additionally, Shutterstock's Generative 3D service, powered by NVIDIA Edify, enables you to rapidly generate new 3D assets using AI. Built scenes are rendered into 2D images that can direct an AI-powered image generator to create accurate, on-brand visuals.
Industry Adoption and Impact
Ad agencies and production studios around the world are already adopting these technologies to transform advertising processes, from creative production to dynamic creative optimization. For example, WPP announced its adoption of NVIDIA technology at SIGGRAPH. The Coca-Cola Company was the first brand to adopt generative AI using Omniverse and NVIDIA NIM microservices.
The growing popularity of omniverse platforms
The NVIDIA Omniverse development platform has garnered attention for its ability to create precise digital twins of products. These virtual replicas enable brands and agencies to develop ultra-photorealistic, physically accurate 3D product configurators to increase personalization, customer engagement and loyalty while reducing return rates.
Digital twins can be updated to meet changing consumer preferences with minimal time, cost, and effort, allowing content production to scale elastically. Monks, a global marketing and technology services company, developed Monks.Flow, an AI-centric managed service using its Omniverse platform, to enable brands to virtually explore customizable product designs.
“NVIDIA Omniverse and OpenUSD interoperability accelerates collaboration between marketing, technology and product development,” said Lewis Smithingham, executive vice president of strategic industries at Monks. “The combination of Omniverse and Monks' streamlined services embeds AI throughout the product development pipeline, accelerating the technology and creative potential of our clients.”
Expanding partnerships and capabilities
Creative and technology company Collective World was another early adopter of NVIDIA's real-time 3D, OpenUSD and Omniverse technologies. These tools enable Collective to create high-quality digital campaigns for clients like Unilever and EE, delivering consistent, high-quality product content at scale.
Building on its use of NVIDIA technology, Collective World announced at SIGGRAPH that it had joined the NVIDIA Partner Network. Similarly, INDG is using Omniverse to bring new capabilities to Grip, a popular software tool that uses OpenUSD and generative AI to streamline the creation process and quickly deliver high-fidelity marketing content.
“This integration enables real-time visualization and brings great efficiencies to any brand. The combination of Grip and Omniverse is setting a new standard in digital content creation,” said Frans Vriendsendorp, CEO of INDG.
For developers looking to build applications and services using OpenUSD, Omniverse and NVIDIA AI, NVIDIA offers a wealth of resources and reference architectures to get started.
Image credit: Shutterstock
