Coca-Cola has recently partnered with WPP and Nvidia to integrate AI into its global advertising campaigns.This collaboration was announced ahead of Siggraph and focuses on personalizing and customizing Coca-Cola’s imagery across more than 100 markets,enhancing relevance and scale.

　　The partnership has led to the development of Prod X,a custom production studio and digital twin tools that Coca-Cola can use for its ads.A digital twin is a virtual replica of a physical object that can be manipulated in a 3D space,which is particularly useful for a brand like Coca-Cola.

　　Additionally,Coca-Cola will be one of the first to adopt Nvidia’s NIM microservices for Universal Scene Description(OpenUSD),a 3D framework created by Pixar that facilitates interoperability between various software tools and data types for constructing virtual environments.This allows WPP to use a vast array of branded images and digital models to create localized and culturally relevant scenes for Coca-Cola’s marketing efforts.

　　The content engine for this initiative is based on Nvidia’s Omniverse Cloud,a platform that connects different 3D tools via an API and SDK.WPP is utilizing this platform to merge product-design data from tools like Adobe’s Substance 3D with generative AI systems from Adobe and Getty,enabling the creation of photorealistic product models,such as Coca-Cola bottles,through natural language prompts.

　　The new system also allows for the generation of extensive libraries of visual assets and the Python code required to build 3D scenes.According to Perry Nightingale,senior vice president of creative AI at WPP,the integration of NIM microservices simplifies multiple stages of the production process into a unified interface,enhancing the efficiency and effectiveness of creative work.