AI and Asset Creation Put SIGGRAPH on the Map for Marketers

Once a conference for graphics experts, SIGGRAPH offers much to marketers with generative AI and 3D asset creation.

Traditionally an event focused on computer graphics and attended by the tech-savvy, SIGGRAPH doesn’t hold a privileged place on marketers’ agendas—yet. While the conference has historically been research-focused, potential applications of the technologies showcased are too significant for advertisers to ignore, and I expect I will see a larger marketing presence at the event for years to come.

Marketers seem very interested in applying new generative AI technologies in their work, but are struggling to discover the immediate, impactful utility of these technologies in their day-to-day life. It’s clear that the technology is outpacing what the marketing industry is capable of today, and this makes it more important than ever for marketers to show up, learn, and understand the benefits of cutting-edge AI innovations for their workflows.

AI made a significant impact at SIGGRAPH 2023, showing up in the contexts of interoperability, asset management, and generation, and importantly, in 3D asset creation. We’re seeing a lot of progress in terms of creating and managing 3D assets, especially from NVIDIA. The advancements in AI infrastructure, with new chipsets, workstations, and devices dedicated to AI, were also noteworthy. Additionally, licensing and ethics were prominent topics, with Shutterstock and Getty playing key roles in enabling brand-safe, licensed model training.

High-profile products and services showcase compelling, AI-powered marketing use cases.

One such platform explored in-depth at the conference was NVIDIA’s Omniverse, designed for collaborative 3D content creation and real-time simulation. This means artists, designers and developers can work together seamlessly on complex 3D projects regardless of their physical location.

The focus at SIGGRAPH was Omniverse’s integration with OpenUSD, a universal scene description framework that enhances interoperability and collaboration across different 3D tools and applications. With an entire day of sessions dedicated to OpenUSD, and with tool vendors like Blender and Autodesk involved in the Alliance for OpenUSD, it's clear that interoperable assets for 3D pipelines are no longer a thing of the past.

Showcases included 3D scene generation and rendering with Edify, as well as innovations in safe asset creation with Shutterstock and Getty using Omniverse. These developments will undoubtedly enhance our capabilities in creating and managing 3D assets efficiently—and offer immense potential in streamlining the production process through integration into AI-powered workflows like our own Monks.Flow.

Another standout innovation from the show was HP Z Captis, a material-scanning tool that has just launched. It works in tandem with Adobe Substance to instantly digitize fabrics and other textures for digital workflows, greatly enhancing 3D-to-content workflows that we’re already deploying for apparel brands. Today, we can take 3D renders of products and create thousands of variations of hyper-realistic product shots (even including generated models in photoshoots), but soon, with partners like HP, Adobe and Autodesk, we will be able to ship entire marketing campaigns before the first product even leaves the factory—a velocity that brands have only ever dreamed of.

SIGGRAPH paints a bright future for further marketing innovation.

Looking ahead, the potential for leveraging AI innovations presented at SIGGRAPH is immense for marketers. As partners of tech leaders like HP, Adobe, and Autodesk, we are at the forefront of integrating these advancements into practical marketing solutions.

For instance, our collaboration with Adobe plays a critical role in transforming end-to-end content supply chains. Through the Brand Model Practice, we utilize Adobe GenStudio, a generative AI-first offering, to help marketing teams quickly plan, create, manage, activate and measure on-brand content. Integration Monks.Flow allows for generative AI brand models that can significantly reduce costs, enhance creativity, build business intelligence and maximize the impact of your marketing efforts to drive growth. The overarching theme between this tool, NVIDIA Omniverse and HP Z Captis is that your marketing workflows are about to become a lot more integrated—and a lot faster.

Innovations in AI and 3D asset creation presented at the SIGGRAPH have significant implications for AI workflows and our own tools, like Monks.Flow. As marketers, it’s crucial to stay informed and adapt to these rapid advancements to maintain a competitive edge. The future of AI in digital marketing is developing rapidly, and I’m excited to see how these technologies will continue to transform how we approach our work each day.