NVIDIA founder and CEO Jen-Hsun Huang recently said at the Cannes International Festival of Creativity on the French Riviera that generative AI will bring accelerating power to creators of all industries and types of content.

Speaking with Mark Read, CEO of global marketing and communications services company WPP, Jen-Hsun Huang said, "We are now able to enhance the creative process with content generation like never before, and it can generate any form of content such as text, images, 3D, video and more."

Thousands of creators, marketers and brand executives from around the world attended this year's Festival of Creativity. At the event, Jen-Hsun Huang outlined the impact AI is having on the $700 billion digital advertising industry, and also spoke about the ways in which AI is improving creators' capabilities and the importance of responsible AI development.

While we can now generate content at scale, infinite content does not mean infinite creativity," said Jen-Hsun Huang. We must guide AI with our own ideas to generate content that matches the values and tone of our brands."

Not long ago, Jen-Hsun Huang delivered a keynote speech at COMPUTEX. The presentation mentioned that NVIDIA and WPP announced the joint development of a content engine based on generative AI and the NVIDIA Omniverse platform (for building and running metaverse applications).

Drivers Driving the Generative AI Era

NVIDIA has been driving innovation in graphics technology for 30 years and has been at the forefront of the AI revolution for nearly a decade. With expertise in both graphics and AI, NVIDIA is uniquely positioned to advance this new era of generative AI applications.

According to Jen-Hsun Huang, the "big moment in modern AI" can be traced back to an academic competition in 2012. At that time, a University of Toronto team led by Alex Krizhevsky demonstrated that NVIDIA GPUs could be used to train an AI model that could recognize objects better than any previous computer vision algorithm.

Since then, developers have taught neural networks to recognize images, video, speech, protein structures, physics, and more.

People can learn the 'language' of everything," said Jen-Hsun Huang. After learning that language, one can apply that language, and the application of that language is 'generation'."

Generative AI models create text, pixels, 3D objects and realistic motion, giving professionals accelerated power and helping them bring their ideas to life more quickly. Users are like creative directors working with a team of artists, guiding the AI models through prompts and fine-tuning the output as they see fit.

Read says, "You need to give feedback to the machine like a top-notch creative director."

Jen-Hsun Huang emphasized that these tools will not replace human creativity, but rather will strengthen the skills of artists and marketing professionals, helping them to create content that meets the needs of their clients at a faster pace and in multiple formats, targeting different audiences.

He said, "We will enable content generation for the masses."

Using AI to reshape the way we live, work and create

The main benefit of generative AI for the creative industry is its ability to scale content generation to quickly generate text and visual solutions that can be used in advertising, marketing and film.

In the past, hundreds of different options for advertising solutions needed to be created, and they would be retrieved in the media," said Jen-Hsun Huang. In the future, no retrieval will be required, and billions of different ads can be generated, and each of them will match the tone of the brand and fit it perfectly."

In order to be used by professional creators, these AI tools must also be able to generate high-quality visuals that meet or exceed the standards that can be achieved through content produced by traditional methods.

Underpinning all of this is a digital twin that can realistically emulate real-world physical assets. the NVIDIA Omniverse platform can create stunningly realistic visuals that accurately represent the physical properties and materials of images, videos, 3D objects and immersive virtual worlds alike.

In response, Jen-Hsun Huang said, "Omniverse is a virtual world. In this virtual world that we create, AI can learn how to create AI that is based on and benchmarked against physics."

"Thanks to an interface called 'USD', this virtual world is able to extract assets and content created by any tool," said Jen-Hsun Huang. By USD he refers to the Universal Scene Description framework for 3D collaboration. With it, artists and designers can combine assets developed using common tools from companies like Adobe and Autodesk with virtual worlds developed using generative AI.

NVIDIA Picasso is a custom generative AI model foundry for visual design that was launched earlier this year. It also supports premium image, video and 3D generative AI capabilities developed in collaboration with partners such as Adobe, Getty Images and Shutterstock.

We built a platform that enables our partners to train with data licensed from companies like Getty, Shutterstock and Adobe," said Jen-Hsun Huang. They all have great respect for content owners. The training data is sourced and the output is all returned to the creators."

Both Read and Jen-Hsun Huang said that, as with any groundbreaking technology, it is critical that AI be developed and deployed thoughtfully. Technologies that watermark AI-generated assets and detect whether digital assets have been modified or falsified help achieve these goals.

We should put as much effort into AI security as we do into AI functionality," said Jen-Hsun Huang. In the advertising industry, security refers to brand consistency, brand integrity, proper tone and authenticity."

Working together to create a digital advertising content engine

As a leader in the digital advertising industry, WPP is aggressively adopting AI and using it as a tool to drive creativity and personalization, helping creators across the industry craft great content that reaches their target consumers.

Ad agencies that understand this technology must exist in the middle, from the creative process to the client," said Jen-Hsun Huang. The whole process in between needs to have human involvement, so it is essential to understand the requirements of the brands to be presented."

With Omniverse Cloud, WPP's creative professionals can use a brand's specific product design data to build a physics-compliant digital twin for a product. This real-world data can be combined with AI-generated objects and digital environments licensed from partners such as Adobe and Getty Images to create virtual scenarios suitable for marketing content.

Jen-Hsun Huang said, "There is no doubt that WPP will become an AI company that will build out an AI factory that outputs content by feeding in ideas, thoughts and cues."

Powered by responsibly trained, NVIDIA-accelerated generative AI, the content engine will boost the speed and efficiency of creative teams, helping them present brand-appropriate ad content quickly and at scale.

There is no limit to the amount of content we can help our customers generate," concluded Jen-Hsun Huang. Whereas before it was necessary to create hundreds of content examples for a brand or a campaign, in the future billions of pieces of content can be generated for each individual."