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The agency’s transition to AI-powered content production could save up to 93% of its carbon footprint compared to that of traditional production, according to the agency.
“If you purely use AI to generate images versus having people doing it with edit suites, you’re talking about 1300 times less carbon emissions,” said Priti Mhatre, global head of marketing transformation at WPP’s Hogarth Worldwide.
Lowering costs of production
WPP’s calculations are based on AdGreen data that compared the carbon footprint of traditional production to that of virtual production.