WPP launches AI-powered ‘Production Studio’
WPP has today 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, transforming content creation for advertisers and marketers.
Embedded within WPP Open, the company’s intelligent 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.
Following the findings of a successful pilot phase in the last 12 months with industry-leading companies including Ford and L’Oréal, advertisers could unlock exponentially more content when they transform to an AI-enabled content supply chain powered by Production Studio.
Production Studio directly addresses the challenges advertisers continue to face in producing brand-compliant and product-accurate content at scale. The innovative solution combines advanced AI technology and human creativity with proprietary 3D workflows enabled by Universal Scene Description (OpenUSD) to generate hyper-realistic and accurate content at an unprecedented volume.
The new Production Studio delivers six key AI-powered benefits to advertisers:
- 1. Streamlines the creation of 3D product models and centralises content updates throughout the production lifecycle.
- 2. Produces high-quality visual content using advanced AI and data-driven insights to ensure brand authenticity and cultural relevance.
- 3. Uses AI to generate consistent, on-brand multilingual copy.
- 4. Compiles and customises channel-ready assets at scale, enabling dynamic content that is tailored to various platforms and audience needs.
- 5. Connects assets with relevant data and insights to deliver precisely targeted, personalised communications through the relevant channels.
- 6. Uses real-time performance data to adapt and enhance asset performance and user experiences in an agile way.
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. This ensures that content is brand-safe, ethically transparent and legally compliant.
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.”
Production Studio is now available to all WPP clients through WPP Open.
15 Comments
So WPP has just devalued its core product – creativity.
It has shifted its positioning from ‘unlocking the power of creativity’ to spraying stuff everywhere.
And, most depressingly, it’s declared people are no longer needed.
Brilliant.
Does that mean these guys get to do a “Hogarth” on Hogarth?
If they used AI to come up with the name “Production Studio” than I can’t wait to see the boundless creativity to come.
Wouldn’t it be nice if we didn’t have any of those pesky employees or production partners?
“Today brands are constantly challenge to create brand compliant product accurate content at scale”
Put.the.toy.down
and get back to work.
Stock imagery now mixed with custom animation…why dont you just call it for what it is?
“Introducing…..Studio Ai? We use big data and Ai to come up with the creative, so creatives dont have to!”
Anyone with half a brain and a computer can prompt some generic “creative” noise that has little to no impact whatsoever.
Time to retire
Everything it does sounds like a word salad. Like I’m so glad it can ‘centralise content updates throughout the production lifecycle.’
Now we just need one that handles all the creative as well so we can be done with all those bothersome WPP retainers.
And thought WOW, genius in fact to come up with such a ****** offering for clients who should invest in good creative and crafted production executions.
It is now confirmed their will be 2 tiers moving forward and clients from wpp will use none ai creative and production for special projects once consumers reject the crap being outputted.
As a totally human person, this sounds great! I can’t wait to tell human person clients about this.
There’s that tweet somewhere that says something like “I want AI to do my dishes and laundry so I have more time to make art. I don’t want AI to show me what I look like as an astronaut”.
Why is it always “we used AI to automate the actual work” instead of “we used AI to do all the status reports, timesheets, summarise the endless emails… so we had more time to make the creative” ??
The quality looks garbage
“generate hyper-realistic and accurate content at an unprecedented volume” . I assume they mean really loud…because you can’t actually measure the volume of content by the cubic metre….right?