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szdaily -> Speak Shenzhen -> 
World’s biggest ad agency going all in on AI
    2023-06-01  08:53    Shenzhen Daily

WPP, the world’s largest advertising agency, has teamed up with chipmaker Nvidia to create ads using generative artificial intelligence.

The companies announced the partnership Monday, with Nvidia CEO Jensen Huang unveiling WPP’s new content engine during a demo at Computex Taipei.

“Generative AI is changing the world of marketing at incredible speed. This new technology will transform the way that brands create content for commercial use,” WPP CEO Mark Read said in a statement.

The platform will enable WPP’s creative teams to integrate content from organizations such as Adobe and Getty Images with generative AI to produce advertising campaigns “more efficiently and at scale,” according to WPP. This would enable companies to make large volumes of advertising content, such as images or videos, “more tailored and immersive,” the company added.

In the demo screened by Huang, WPP had created realistic footage of a car driving through a desert.

The new AI-powered content engine means that same car could be placed on a street in London or pictured in Rio de Janeiro to target the Brazilian market — all without the need for costly on location production.

Just as advertising campaigns can be rapidly adapted for different countries or cities, they can also be customized for different digital channels, such as Facebook or TikTok, and their users.

“You can build very finely tuned campaigns to resonate with an audience… On the other hand, you could make up imaginary scenarios that never existed in real life,” said Greg Estes, vice president of developer programs at Nvidia.

The platform is the latest example of how AI is being rapidly deployed by major companies to enhance productivity and deliver new products to customers. Many in the advertising and media industries are concerned about threats to their jobs because of the way that AI is able to aggregate information and create visual content indistinguishable from photography.

WPP said its new platform “outperforms current methods” of having people “manually create hundreds of thousands of pieces of content using disparate data coming from disconnected tools and systems.” In other words, the new technology could mean that much smaller creative teams are ultimately able to do the same amount of work.

“It’s much easier to identify the jobs that AI will disrupt than it is to identify the jobs that AI will create,” Read told the Financial Times on Monday.

Words to Learn 相关词汇

【定制】dìngzhì customize make or change something according to the buyer’s or user’s needs

【无区别的】wú qūbié de indistinguishable impossible to judge as being different when compared to another similar thing

全球最大的广告公司WPP与芯片制造商英伟达合作,使用生成式人工智能创作广告。

两家公司周一宣布了合作伙伴关系,英伟达首席执行官黄仁勋在台北国际电脑展的演示中公布了WPP的新内容引擎。

“生成式人工智能正在以惊人的速度改变营销行业。它将改变品牌创建商业用途内容的方式,”WPP首席执行官马克•雷德在一份声明中说。

WPP表示,使用该平台,公司的创意团队能够将来自Adobe和Getty Images等合作方的内容与生成AI集成在一起, “更高效,更大规模地”策划制作广告。该公司补充说,这将使公司能够制作大量图像或视频广告内容, “更加量身定制、身临其境”。

在黄仁勋的演示中,WPP创造了一辆汽车穿越沙漠的逼真镜头。

新的人工智能内容引擎意味着一辆车可以出现在伦敦或者里约热内卢的街头,为了适应巴西市场 – 而不需要昂贵的外景摄制。

广告可以快速定制适应不同的国家城市,也可以针对不同的数字渠道

(如Facebook或TikTok)及其用户进行定制。

“你可以制作非常精准的广告来引起观众的共鸣......也可以制作现实生活中从未存在过的虚构场景,”英伟达开发者计划副总裁格雷格•埃斯特斯说。

该平台展示了大公司如何快速部署人工智能以提高生产力、为客户提供新产品。广告和媒体行业许多人担心工作受到威胁,因为人工智能能够聚合信息、创建与摄影无区别的视觉内容。

WPP表示,其新平台“比现在的工作方式先进”,目前人们“使用来自非共享工具和系统的不同数据手动创建数十万条内容”。换句话说,新技术意味着规模小得多的创意团队能够完成等量工作。

“很清楚人工智能将取代哪些工作,但搞明白人工智能将创造哪些新工作就很难,” 雷德周一告诉英国《金融时报》说。(SD-Agencies)

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