The tech giant’s CEO and WPP CEO Mark Read discussed AI's ‘Supercharge’ impact on creative industries, noting new tools augment artists’ creative process and don’t replace it.
Yesterday at the Cannes Lions Festival on the French Riviera, NVIDIA founder and CEO Jensen Huang and WPP CEO Mark Read discussed the “supercharge” impact that generative Ai brings to creative industries and content.
“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,” said Huang in a conversation with Read.
As reported in yesterday’s NVIDIA blog, thousands of creators, marketers, and brand execs from around the world attended the event where Huang outlined the impact of AI on the $700 billion digital advertising industry.
Huang’s key points included ways AI can enhance creators’ abilities and the importance of responsible AI development.
- Generative AI models can create text, pixels, 3D objects, and realistic motion, allowing professionals to bring their ideas to life quickly.
- The AI tools aim to augment the skills of artists and marketing professionals, not replace them.
- AI’s key benefit for the creative industry is its ability to scale up content generation and rapidly generate options for text and visuals to use in advertising, marketing, and film.
“In the old days, you’d create hundreds of different ad options that are retrieved based on the medium,” Huang said. “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.”
It starts with a digital twin, a virtual representation synchronized with physical things, people, or processes, a true-to-reality simulation of a real-world physical asset.
“Omniverse is a virtual world,” Huang said. “We created a virtual world where AI could learn how to create an AI that’s physically based and grounded by physics.”
Referencing the Universal Scene Description (USD) framework for collaborating in 3D, Huang added, “This virtual world has the ability to ingest assets and content that’s created by any tool, because we have this interface called USD,” he continued, referencing the Universal Scene Description (USD) framework for collaborating in 3D.
USD allows artists and designers to combine assets developed using popular tools from companies like Adobe and Autodesk with virtual worlds developed using generative AI. Generative AI can create text, pixels, 3D objects and realistic motion, giving professionals superpowers to bring their ideas more quickly to life.
Learn more about Huang’s discussion with Read in the NVIDIA blog and see how WPP and NVIDIA are partnering to “Build Generative AI-Enabled Content Engine on Omniverse Cloud:”
Source: NVIDIA
Dan Sarto is Publisher and Editor-in-Chief of Animation World Network.
