Coca-Cola is embracing the power of artificial intelligence (AI) to enhance its global advertising campaigns. The company has announced a partnership with advertising agency WPP and technology giant Nvidia to incorporate AI into its marketing efforts. This collaboration aims to personalize and customize Coca-Cola’s advertising imagery across over 100 markets, ensuring hyperlocal relevance while maintaining global scale.
Coca-Cola has been working with WPP to develop Prod X, a specialized production studio and digital twin toolset. Digital twins are virtual replicas of real-world objects that can be manipulated in 3D environments. For Coca-Cola, this technology offers a powerful tool to visualize and experiment with different product placements and advertising scenarios.
The partnership extends beyond Prod X, as Coca-Cola will be among the first adopters of Nvidia’s NIM microservices for Universal Scene Description (OpenUSD). OpenUSD, developed by Pixar Animation Studios, is a 3D framework that facilitates seamless interoperability between various software tools and data types. This enables the creation of immersive virtual worlds and facilitates the integration of diverse 3D assets.
WPP leverages NIM and OpenUSD to assemble a vast catalog of branded images and digital models into localized, culturally relevant scenes, enabling Coca-Cola to target specific markets effectively. This content engine is powered by Nvidia’s Omniverse Cloud, an API and SDK platform that connects a wide range of 3D tools. WPP utilizes this platform to combine product-design data from software such as Adobe’s Substance 3D with generative AI systems from Adobe and Getty. This integration allows designers to create photorealistic product models, such as Coca-Cola bottles, using natural language prompts.
The AI-driven system empowers ad makers to generate extensive libraries of visual assets and the Python code required to construct 3D scenes. This streamlined process simplifies the production pipeline, combining multiple phases into a single interface. Perry Nightingale, senior vice president of creative AI at WPP, highlights the benefit of this technology: “The beauty of the solution is that it compresses multiple phases of the production process into a single interface and process. It empowers artists to get more out of the technology and create better work.” This innovative approach promises to revolutionize Coca-Cola’s global advertising strategy, leveraging the power of AI to deliver highly customized and engaging experiences for consumers worldwide.
