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Nvidia, led by Jensen Huang, has emerged as a global leader in revolutionizing computing and harnessing the power of artificial intelligence (AI). While not necessarily a household name, through accelerated computing and generative AI, Nvidia is transforming the way we work, creating exciting possibilities for the future of creativity and employment.

Huang has spoken at the Cannes Lions with the CEO or WPP Mark Read where he shared his insights into the ways our lives will be changed through the technology of the AI.

Halting AI development would be a terrible idea. Although there are concerns, progress in AI is unstoppable.

NVIDIA CEo Jensen Huang (
NVIDIA CEo Jensen Huang speaking Ai ai Cannes Lions

Accelerated Computing and Omniverse

Nvidia’s accelerated computing technology has ushered in a new era in computing, breaking free from the limitations of traditional systems that remained stagnant for decades. At the core of this innovation is the Omniverse platform, a virtual world where digital twins of real objects and environments are created. This technology enables industries to simulate, test, and improve processes virtually, from self-driving cars to manufacturing operations and virtual productions in Hollywood.

Omniverse is a virtual platform that allows us to learn how to create content. For example, if we want to develop an AI that understands cars or tennis shoes, we need a physically grounded representation of these objects. Hence, we have created a virtual world, a digital twin of real objects.

“Omniverse enables virtual productions and simulations, where we can operate virtual cars or test factories exactly as they would function in reality. It also allows us to improve manufacturing processes. The same principle applies to virtual actors and virtual productions. Interestingly, our presence in Hollywood surpasses our influence in the advertising industry. The technology has had a significant impact on the quality of production in movies and video games.”

Generative AI and Creativity

Generative AI, a groundbreaking aspect of Nvidia’s advancements, has redefined the creative landscape. By learning from examples and understanding the language of different domains, machines can now generate text, images, and even entire scenes. This ability empowers individuals and businesses to explore diverse modalities of expression and unlock their creative potential. The possibilities for unique and custom content creation are limitless.

“One of the most significant breakthroughs in modern AI was the ImageNet contest. It involved a computer vision competition where students from the University of Toronto used GPUs to teach an AI how to recognise and classify images. This AI outperformed any previous computer vision algorithm created by humans in several decades.

“Initially, AI could only recognise objects, but now we can generate objects within images. This ability is known as generative AI. We can teach machines the language of various domains, such as sound, words, images, 3D models, proteins, and even physics. Suddenly, machines are capable of performing tasks that were once believed to be exclusive to humans, such as drawing pictures, taking photographs, or writing lyrics.

“In addition to content generation, generative AI has profound applications in various fields, including medicine and chemistry. Essentially, anything with structure and adhering to the laws of physics can be represented and learned through language. Once we understand the language, we can apply it to generate text, images, objects, or even entire scenes.

“But machines are not the creators themselves; they are simply executing our instructions. This observation emphasises the importance of human creativity.”

We aim to democratise content generation and empower individuals in the creative process. You will be able to explore different modalities and express your ideas through various mediums, whether it’s drawing, diagramming, or creating stained glass windows. The possibilities are endless.

The Impact on Jobs and the Workforce

While concerns about job displacement exist, Nvidia believes that the future of work lies in a symbiotic relationship between humans and AI. New job roles will emerge, focusing on fine-tuning AI systems, aligning them with brand values, and understanding cultural nuances. AI researchers, engineers, and operators will play a crucial role in augmenting human creativity, maintaining brand integrity, and ensuring the safe and ethical use of AI technologies.

“While some jobs may become obsolete in the long run, new jobs will also be created. Almost every job will be influenced by this technology. In the near future, we will require AI researchers, engineers, and operators who can fine-tune and align AI systems to meet specific brand values, tones, and cultural differences. A whole new field of AI work needs to be established, including data processing, AI model tuning, alignment, and maintaining brand integrity. Companies will need to adapt and create new job roles.”

Regulation and Responsible AI Usage

Nvidia acknowledges the need for regulations to govern AI usage across industries. Governments and international corporations must collaborate to establish guidelines that prevent the misuse of AI, protect creative content from counterfeiting, and ensure the technology serves humanity’s best interests. The responsible development and deployment of AI require aligning its capabilities with human values and maintaining transparency in decision-making processes.

“Halting AI development would be a terrible idea. Although there are concerns, progress in AI is unstoppable. The focus should be on making the technology safe and aligning it with human values. We need to invest as much effort into the capabilities of AI as we do into its safety. In the realm of marketing, brand alignment and maintaining the right tone are crucial. Similarly, in the field of AI, it is essential to understand how decisions are made and to have human experts involved throughout the process to ensure safety and ethical considerations.

“To detect any digital asset that has been created, modified, or counterfeited, agencies and intermediaries with a deep understanding of the technology must be involved. The entire process requires human intervention and expertise to establish safety measures and guardrails. We must understand the voice and values of the brands we represent and tell their stories.

“When it comes to countering counterfeiting, additional technologies and regulations should be in place. Just as counterfeiting money is prohibited, there should be regulations to prevent the counterfeiting of people’s creative content. Content created by agencies should be protected, and measures must be taken to prevent unauthorised modifications. AI technology has immense potential, but it also carries risks. It is crucial for countries and international corporations to agree not to employ AI in ways that endanger humanity, compromise election integrity, or engage in malicious activities. Whether this requires regulation or cooperation among corporations is still a topic for discussion.

“Regulations should be in place to ensure the responsible and ethical use of AI technology. Nations must come together to establish regulations and guidelines governing AI usage.”

Nvidia’s pioneering advancements in accelerated computing, generative AI, and the Omniverse platform offer a glimpse into the future of work and creativity. By embracing AI technologies, individuals and industries can unlock their creative potential, create custom content at an unprecedented scale, and shape a workforce where humans and machines coexist harmoniously. As we move forward, it is essential to regulate AI usage responsibly and harness its capabilities to drive innovation, while prioritizing human values and creativity in the ever-evolving landscape of work.