Coca-Cola Commits to Nvidia AI to Boost Global Campaigns

Global beverage company Coca-Cola has been working with transformation company WPP and semiconductor leader Nvidia to incorporate AI into its advertising campaigns.

With NVIDIA NIM microservices USD Search and USD Code, WPP is working to enable Coca-Cola to accelerate its creative campaigns at a global scale. Coca-Cola has been working with WPP to develop digital twin tools and roll out Prod X, a custom production studio experience created specifically for the beverage company to use worldwide.

Coca-Cola will also be harnessing generative AI (Gen AI), a technology that Coca-Cola has been familiar with for more than a year, having signed a US$1.1bn five-year deal with Microsoft to use its cloud computing and AI services.

“With NVIDIA, we can personalise and customise Coke and meals imagery across 100-plus markets, delivering on hyperlocal relevance with speed and at global scale,” comments Samir Bhutada, Global Vice President of StudioX Digital Transformation at The Coca-Cola Company.

Harnessing Nvidia tools to deploy Gen AI

WPP announced that The Coca-Cola Company will be an early adopter for integrating the new NVIDIA NIM microservices for Universal Scene Description (aka OpenUSD) into its Prod X roadmap. 

Prod X is a custom production studio that is designed to harness digital twin tools that Coca-Cola can use in its ads. Digital twins use is desirable for a company like Coca-Cola as they can provide a virtual copy of a real-life object that can then be manipulated in a 3D environment.

Additionally, OpenUSD is a 3D framework that enables interoperability between software tools and data types for building virtual worlds. The USD Search NIM, recently launched by Nvidia, enables WPP to access a large archive of models to create assets for Coca-Cola that best suit its branding. Then, the USD Code NIM can be leveraged to assemble these assets into scenes.

The NIM microservices will enable Prod X users to create 3D advertising assets that are specifically relevant to their brand on a global scale. Users can also harness prompt engineering to quickly make adjustments to AI-generated images in order to better target their products to different audiences.

Bolstering services with AI

WPP has said that the NVIDIA NIM microservices will have a lasting impact on the 3D engineering and art world.

NVIDIA NIM is a suite of microservices designed to facilitate the rapid deployment of Gen AI applications, enabling AI models to be integrated into business products. NIM microservices enable self-hosting on various platforms, including clouds, data centres and workstations.

Coca-Cola is eager to actively engage in these AI initiatives to enhance its global business offerings. With customer expectations rising higher than ever, AI can be a handy tool to keep large organisations like Coca-Cola agile and competitive.

Quoted in 2023, CEO James Quincey said: “We’re just scratching the surface of what’s possible, but we’re investing in digital capabilities now to expand our potential down the road.”

Likewise, the company’s significant partnership with tech giant Microsoft is designed to enable the company to experiment with Azure OpenAI and explore Gen AI technologies. This is so it can see how best to enhance workplace productivity for its more than 700,000 employees around the world.

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