The Drum’s Gordon Young reflects on how the latest announcement from Nvidia will impact those in the advertising space and beyond.
The AI revolution is not just knocking at the door of the creative industry – it’s storming through it. The latest disruptor? NVIDIA’s Fugatto, a generative audio tool that takes sound design to places we’ve never imagined. Think saxophones meowing, thunder morphing into birdsong, or accents flipping from calm to angry on command. This is not your standard AI gimmick; Fugatto represents a seismic shift in how we produce, manipulate, and imagine sound.
For years, the creative sector has tiptoed around AI, dabbling in automation and data-driven insights. But Fugatto is a wake-up call – a Swiss Army knife for sound that could make traditional methods feel like chiseling stone tablets. It can take a text prompt like “electronic music with barking dogs” and deliver exactly that. Want to …