The Cannes Lions Festival, typically a scene of glitz, glamour and grandiose self-congratulation, is taking a different turn this year. NVIDIA’s main man, Jensen Huang, was there to tell us that the future of creativity isn’t in champagne and caviar, but in AI.
A New Chapter for Creativity
Huang is adamant that AI will supercharge the creative process across every imaginable industry and content type. “For the very first time, the creative process can be amplified in content generation, and the content generation could be in any modality — it could be text, images, 3D, videos,” Huang said, showing off his conversation skills with WPP’s CEO, Mark Read.
But, don’t fret! Huang was quick to remind us that infinite content does not equate to infinite creativity. “Through our thoughts, we have to direct this AI to generate content that has to be aligned to your values and your brand tone,” he reassured us.
NVIDIA and WPP: An Unexpected Alliance
NVIDIA, the graphics powerhouse, and WPP, the kingpin of marketing and communication services, have announced a collaboration to develop a content engine powered by generative AI. It’s a match made in tech heaven.
AI and Language: An Unlikely Romance
Generative AI isn’t just about producing pretty pictures. These models can create text, pixels, 3D objects, and even realistic motion. “You could learn the language of almost anything,” Huang opined. “Once you learn the language, you can apply the language — and the application of language is generation.”
Living, Working, Creating: The AI Way
Generative AI could be a game-changer for the creative industry. Its ability to churn out content options at a blistering pace is a tantalizing prospect. Huang believes that, “In the future, you won’t retrieve — you’ll generate billions of different ads. But every single one of them has to be tone appropriate, has to be brand perfect.”
Digital Advertising: AI’s New Playground
WPP, a leader in digital advertising, is looking to AI to supercharge creativity and personalization. Using Omniverse Cloud, creative professionals can build digital twins of products with pinpoint accuracy. As Huang boldly predicts, “WPP is going to unquestionably become an AI company.”
Content Generation: The Land of Infinite Possibilities
With NVIDIA-accelerated generative AI at the helm, the content engine will boost creative teams’ speed and efficiency, helping them quickly render brand-accurate advertising content at scale. “The type of content you’ll be able to help your clients generate will be practically infinite,” Huang said.
So, hang on tight. Generative AI is about to take the creative industry on a wild, thrilling ride.
