WPP and Google Cloud have got together to further develop AI-driven marketing, joining two sets of technology to drive advertising.
The deal, announced in Las Vegas at Google Cloud Next, will bring together Google’s Gemini with WPP Open, the global advertising group's AI-powered marketing operating system.
WPP clients will be able to create brand- and product-specific content using gen AI, to gain deeper insights into target audiences, to predict and explain content effectiveness and to optimise campaigns.
The move is part of WPP’s ongoing annual investment of £250 million (AUD480 million) in AI, data and technology.
"This collaboration marks a pivotal moment in marketing innovation,” said Stephan Pretorius, chief technology officer at WPP.
“Our integration of Gemini 1.5 Pro into WPP Open has significantly accelerated our gen AI innovation and enables us to do things we could only dream of a few months ago.
“With Gemini models, we're not only able to enhance traditional marketing tasks but also to integrate the end-to-end marketing process for continuous, adaptive optimisation. I believe this will be a game-changer for our clients and the marketing industry at large.”
The partnership will initially focus on: Enhanced creativity with WPP Open Creative Studio;
Smarter content optimisation; Automatically customisable video narration; Hyper-realistic product representation, using gen AI to create better product images.
Thomas Kurian, CEO of Google Cloud, said AI has the potential to unlock new levels of effectiveness for marketers, whether it is optimising campaigns, automating repetitive tasks like brand descriptions or sparking entirely new ideas.
This partnership brings the power of Google Cloud’s gen AI capabilities together with WPP’s deep marketing domain expertise to help our mutual customers create better campaigns that resonate with consumers in a deeper way,” said Kurian.
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