Generative AI will "supercharge" creators across industries and content types, NVIDIA founder and CEO Jensen Huang said today at the Cannes Lions Festival, on the French Riviera. "For the very first time, the creative process can be amplified in content generation, and the content generation could be in any modality - it could be text, images, 3D, videos," Huang said in a conversation with Mark Read, CEO of WPP - the world's largest marketing and communications services company.

At the event attended by thousands of creators, marketers and brand execs from around the world, Huang outlined the impact of AI on the $700 billion digital advertising industry. He also touched on the ways AI can enhance creators' abilities, as well as the importance of responsible AI development. "You can do content generation at scale, but infinite content doesn't imply infinite creativity," he said. "Through our thoughts, we have to direct this AI to generate content that has to be aligned to your values and your brand tone." The discussion followed Huang's recent keynote at COMPUTEX, where NVIDIA and WPP announced a collaboration to develop a content engine powered by generative AI and the NVIDIA Omniverse platform for building and operating metaverse applications.