Disclosure: Nvidia is a customer of the author.
Next week at siggraphNvidia will talk about its Omniverse offer, which contrasts sharply with the highly overhyped Metaverse. What makes Nvidia’s effort powerful isn’t just that it’s surrounded by services from companies like Siemens and used for cutting-edge autonomous factories like BMW’s latest, but its ability to anticipate and correct problems early before they lead to cost overruns or injuries.
I also wish more companies understood how much richer Nvidia’s presentations are in general because they use tools like Omniverse to create them. (This video of the latest GTC keynote demonstrates the point.) Rather than relying on static word slides, the video experience of an Nvidia keynote better conveys the message while keeping the audience glued to the screen in a way that few speakers are doing today, proving that you don’t have to be Steve Jobs if you have the right tools and spend time on media tools to keep you entertained and informed.
Nvidia at Siggraph
Nvidia is expected to talk about its progress with its Omniverse tool and the near-term future of those efforts. Much of what is currently driving the Omniverse push forward are the underlying concepts of digital twins and AI – one cannot reliably exist without the other. To be viable, digital twins must not only initially mimic the real world, but must also remain connected to their physical counterparts to ensure that the associated simulations can accurately predict future events. Without this connection, any deviation between the emulated physical element and the digital twin will introduce an increasing number of unknown errors, which will reduce the accuracy of the result at an increasing rate due to disconnection.
This is particularly problematic if, when used for factories and automobiles, the system attempts to provide methodologies that mix these two elements. The outcome might not adequately predict future problems, and decision makers would have no way of understanding the risks associated with believing something that is increasingly unreliable.
AI is essential not only to ensure that the physical world and its associated digital twin stay connected (by filling the gaps in information that sensors cannot yet collect), but also to predict the future behavior of these elements so that problems can be identified at an early stage. Nvidia’s approach of aggressively using AI in its Omniverse tool should provide a far greater degree of accuracy and reliability than any related metaverse simulation, resulting in more reliable results.
Nvidia presentation process
Even if you have the best tool available, it won’t make much difference if you can’t sell it. Nvidia’s extensive use of graphics in presentations has always given it a competitive edge. These tools make presentations more entertaining and compelling, which has helped the company outpace competitors and capture new markets such as autonomous machines (including automobiles), the metaverse, and broader AI. With these tools, Nvidia can recreate much of the magic presenters like the late Apple CEO and PT Barnum delivered only by oration. It can show you what their version of the future will be – and make it real.
And if people believe in a future, much like what happened with Jobs and the iPhone, they will. If they don’t, you end up with something like the LG Prada – it was which was like the iPhone but failed in the market. Nvidia’s success isn’t just about what it builds, but how it presents what it builds. If more companies understood that dynamic, newer and potentially revolutionary products would succeed.
With that in mind, Nvidia’s presentation at Siggraph is important for two reasons. First, it represents the cutting edge of what works in the Metaverse and responds to the growing belief (thanks to hype on the consumer side) that the Metaverse is more smoke than mirrors. And this is the case for presentations aimed at audiences that are still largely distant (with extremely short attention spans).
In short, Nvidia’s success is not just in building groundbreaking offerings, but in presenting them in compelling and interesting ways, better ensuring a future that benefits the company.
I wish more companies would emulate Nvidia. If they did, not only would I be more entertained (and yes, sometimes it’s me), but their potential for success would be enormous. Nvidia is turning the Metaverse into a powerful productivity tool by both creating a great toolset and showcasing the technology in a way that will drive adoption.
It is not multiple choice. You need to do both to ensure that the benefits promised by the tool will be achieved.
Copyright © 2022 IDG Communications, Inc.