WPP partners with Google Cloud ‘redefine marketing’ via Gen AI

WPP has announced a new collaboration with Google Cloud to redefine marketing by integrating Google’s Gemini models with WPP Open.

Being announced at Google Cloud Next 2024 in Las Vegas, the AI-powered marketing operating system is already being used by 35,000 of its employees as well as brands including Nestlé, L’Oréal and FMCG giant Coca Cola.

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As part of the merger, the pair seeks to drive a step-change in marketing efficiency and effectiveness by combining the technology giants’ expertise in data analytics, Gen AI technology and cyber security with the creative agency’s end-to-end marketing capabilities.

The inaugural phase of the partnership is focusing on the development of the following four innovations including hyper-realistic product representation, AI narration, smarter content optimisation and enhances creativity.

Google Cloud, CEO, Thomas Kurian, 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.”

WPP CTO, Stephen Pretorius, added: ““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.”