The world’s largest advertising agency is embracing a future with AI. WPP is teaming up with Nvidia, the American chip company, to develop a platform that will create automated digital adverts using artificial intelligence.

By matching 3D tools with generative AI, the new WPP software allow its creative teams to produce commercial content, such as images and videos, more quickly. The tool will be based on Nvidia’s Omniverse Cloud platform, an end-to-end suite of cloud services built for designing and publishing 3D internet applications.

Jensen Huang, the Taiwanese-American billionaire founder and chief executive of Nvidia, announced the engine during his keynote address at Computex, an annual conference in Taipei.

Based in Santa Clara, California, Nvidia was co-founded in 1993 by Huang, who has called the craze for AI and language-generating tools the “iPhone moment”. The company has positioned itself at the centre of the race to develop AI tools by becoming the main source of chips behind chatbots such as OpenAI’s ChatGPT.

Rather than turn a blind eye to the advancements of AI, WPP recognises that generative AI is “changing the world of marketing at incredible speed . . . This new technology will transform the way that brands create content for commercial use and cements WPP’s position as the industry leader in the creative application of AI for the world’s top brands” according to its CEO Mark Read.