WPP and Google Cloud join forces for gen AI marketing 

The collaboration was announced at Google Cloud Next

WPP and Google Cloud will collaborate to ‘create better campaigns that resonate with consumers in a deeper way’ by integrating Google’s Gemini models with WPP Open, WPP’s AI-powered marketing operating system.

As announced today on the keynote stage at Google Cloud Next, Google Cloud’s gen AI tools will be used with WPP’s proprietary marketing and advertising data as part of the collaboration. WPP’s clients will now be able to create brand and product-specific content using gen AI to gain deeper insights into their target audiences, accurately predict and explain content effectiveness, and optimise campaigns with ongoing adaptive processes. 

WPP’s AI-powered marketing operating system is already used by more than 35,000 of its employees and adopted by clients, including The Coca-Cola Company, L’Oréal, and Nestlé.

Stephan Pretorius, Chief Technology Officer at WPP, said: ‘This collaboration marks a pivotal moment in marketing innovation. 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 inaugural phase of the partnership is focusing on the development of the following four innovative use cases:

Creativity with WPP Open Creative Studio 

WPP has integrated Google’s Gemini 1.5 Pro technology into Creative Studio. With Gemini 1.5 Pro’s ability to run one million tokens of information consistently, more brand content and guidelines can be used for prompts, such as a brand’s colour palette, fonts, voice, and past marketing campaigns. As a result, more creative and on-brand content can be developed.

Smarter content optimisation

WPP has upgraded its AI Performance Brain™, a service that uses AI to predict how well marketing content will perform, with Gemini 1.5 Pro. The integration will improve the way the system predicts the success of marketing content, even ahead of campaign activation. This upgrade makes predictions faster and far more accurate, with the potential to free up millions of dollars for brands to re-invest in only the best-performing campaigns.

AI narration

WPP is pioneering real-time streaming capabilities for both description and narration. The system uses Gemini 1.5 Pro to automatically create customisable video narration scripts. These scripts are then sent to ElevenLabs, a WPP partner, which generates a realistic voice for the narration. 

Hyper-realistic product representation 

WPP is using Gen AI to create better product images. This system uses Gemini 1.5 Pro and Universal Scene Description 3D file formats to understand a brand’s style guidelines (logos, fonts, colours, etc.) and incorporate an actual product’s shape, design, and packaging.

The move forms part of WPP’s ongoing annual investment of £250 million in AI, data and technology, and its strategy to capitalise on its lead in the space by partnering with AI experts like Google.

Featured image: Formula E’s latest all-electric GEN3 model generated in WPP Open using Google’s Gemini 1.5 Pro / Formula E