Coca-Cola Partners with NVIDIA and WPP to Revolutionize Marketing with Generative AI
The Coca-Cola Company has announced a groundbreaking partnership with WPP and NVIDIA, utilizing NVIDIA Omniverse technology to enhance its global marketing strategies through generative AI. This collaboration aims to deliver personalized and culturally relevant content at scale across more than 100 markets.
Harnessing Generative AI for Marketing
Coca-Cola’s new initiative leverages NVIDIA Omniverse and NIM microservices to streamline the creative process. These technologies enable the company to produce localized content quickly and efficiently, ensuring that marketing materials resonate with diverse audiences worldwide. Samir Bhutada, Coca-Cola’s global vice president of StudioX Digital Transformation, emphasized the importance of delivering “hyperlocal relevance with speed and at global scale.”
Innovative Technologies and Tools
Working with WPP, Coca-Cola has developed Prod X, a custom production studio experience tailored for the company’s global operations. This platform integrates NVIDIA’s Universal Scene Description (OpenUSD) framework, which supports interoperability among various software and data types. The NIM microservices, including USD Search NIM and USD Code NIM, facilitate access to extensive visual asset libraries and enable the creation of culturally specific 3D advertising assets.
Impact on 3D Art and Engineering
WPP has highlighted the transformative potential of these tools for the 3D art and engineering sectors. The new microservices simplify the production process by allowing artists to use written prompts to access visual assets and generate Python code for creating new 3D worlds. Perry Nightingale, WPP’s senior vice president of creative AI, noted that this streamlined approach empowers artists to produce higher quality work.
Redefining Content Production
The partnership also includes the launch of Production Studio on WPP Open, an AI-powered marketing operating system developed with Hogarth. This platform utilizes the Omniverse and OpenUSD to automate the creation of multilingual content, addressing the challenges of maintaining brand consistency and accuracy across different markets.
The collaboration was discussed at the SIGGRAPH conference, featuring insights from NVIDIA founder and CEO Jensen Huang, Meta founder and CEO Mark Zuckerberg, and WIRED Senior Writer Lauren Goode. The event highlighted the innovative uses of AI in creative fields, demonstrating how these technologies are reshaping content production and marketing.
