WPP and Google Cloud partnered to enabled advertisers to create brand and product specific content using gen AI through the integration of Google's Gemini models with WPP's intelligent marketing operating system, WPP Open.

"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," said CTO of WPP, Stephan Pretorius.

The partnership aims to gain deeper insights into target audiences, accurately predict and explain content effectiveness, and optimise campaigns with ongoing adaptive processes. WPP Open integrates with any client, partner or technology vendor to create optimised and automated marketing capabilities.

"AI has the potential to unlock new levels of effectiveness for marketers, whether it is optimizing 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 marketing domain expertise to help our mutual customers create better campaigns that resonate with consumers in a deeper way," said CEO of Google Cloud, Thomas Kurian.

The partnership is focusing on the development of four innovative use cases: Enhanced creativity with WPP Open Creative Studio, Smarter content optimisation, AI narration, and Hyper-realistic product representation. This collaboration is 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 Cloud.

WPP Open is currently utilised by over 35,000 of WPP's personnel and has been adopted by key clients including The Coca-Cola Company, L'Oréal, and Nestlé.