WPP unveils AI-powered Production Studio developed with NVIDIA Omniverse

New Delhi: WPP announced the launch of Production Studio, an  AI-enabled, end-to-end production application developed using NVIDIA Omniverse, that  streamlines and automates the creation of text, images and video.

Embedded within WPP Open, the company's marketing operating system powered  by AI, Production Studio will provide access to the company’s generative AI content engine,  the result of a close collaboration with NVIDIA that was announced by the two companies in  May last year. 

The launch follows the findings of a pilot phase in the last 12 months with companies including Ford and L’Oréal, 
The solution combines AI technology and human creativity with proprietary 3D workflows enabled by Universal Scene Description (OpenUSD) to generate content. 

Though Production Studio is enhanced by AI, governance guardrails are in place to ensure  that human oversight is present at every stage of the workflow. 

Stephan Pretorius, Chief Technology Officer at WPP, said, “Production Studio exemplifies  WPP’s commitment to innovation and our ability to leverage cutting-edge technologies to drive  growth for our clients through WPP Open. By combining the power of AI with human creativity  and expertise, we are redefining the boundaries of content creation and delivering value to  our clients around the world.” 

Priti Mhatre, Managing Director, Strategic Consulting and AI at Hogarth,  said, “Production Studio is a game-changer for the content creation industry. By harnessing  the power of generative AI and NVIDIA Omniverse, we are changing the way brands create  and deliver content. This innovative solution empowers our clients to achieve unparalleled  scale, speed, accuracy and creativity in their marketing campaigns.”