“WPP is going to unquestionably become an AI company,” said Jensen Huang, co-founder, president and CEO of tech company Nvidia.

Mark Read, who heads up WPP, the world’s largest marketing services company, agreed wholeheartedly. “I couldn’t have said it better myself,” Read told Adweek after the pair took the stage at Cannes Lions last week.

Nvidia, which recently joined the rare club of trillion-dollar companies thanks to its advances in artificial intelligence, is working with WPP to build a generative AI-enabled content engine.

“What we’re seeing today is as revolutionary as the internet was in 2000. As revolutionary and as disruptive,” said Read.

“Just like in 1999, the communications and media industries were at the forefront of the change because we’re dealing with consumers, and consumers adopt this technology,” he added. “So, that is our ambition.”

The quality/quantity price discussion is something that is going to enable our stories to be told in better ways.

Mark Read, CEO, WPP

The pair spoke about the lightning speed of advancement in generative AI tools, many of which use Nvidia’s chip technology. “We’re trying to catch up,” Huang told Adweek. “We have a lot of chips to build.”

Personalization at scale

The partnership between Nvidia and WPP, announced in May, will see the companies develop content through the Nvidia Omniverse, which uses AI to enables creative teams to produce commercial content at scale in a “faster and more efficient” way, which is the primary goal of the tools.

Production will not only be more cost-efficient but environmentally sound, as large-scale shoots will not be necessary. Read noted that cutting spend on things like production will be realized “as a reinvestment in quality” elsewhere.

“It’s going to be a new skill,” said Read, who added that “prompt engineer” would become a new job in product engineering to help AI create the necessary content.

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