WPP and Google Cloud announce gen-AI partnership

WPP and Google Cloud have announced they will integrate Google’s Gemini generative-AI models with WPP’s AI-powered marketing operating system.

The WPP Open system is already used by more than 35,000 employees and clients, including Coca-Cola, L’Oréal and Nestlé.

Under the partnership, WPP will be able to create brand and product-specific content using generative AI, gain deeper insight into target audiences, predict content effectiveness and optimise campaigns as part of its ongoing annual £250m investment in AI, data and technology.

WPP has already used Gemini 1.5 Pro technology in its WPP Open Creative Studio and to upgrade its AI Performance Brain, AI narration and hyper-realistic production representation tools.

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.”