WPP and Google Cloud collaborate to advance AI-powered marketing

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As part of Google Cloud Next , WPP and Google Cloud have announced a new collaboration that aims to redefine marketing through the integration of Google's Gemini models with WPP Open , WPP's AI-powered marketing operating system already used by more than 35,000 of its employees and adopted by major clients such as The Coca-Cola Company, L'Oréal and Nestlé.

By combining Google’s expertise in data analytics , generative AI technology and cybersecurity with WPP’s marketing capabilities, global creative scale and knowledge of its clients’ brands, the partnership aims to drive a step change in marketing efficiency and effectiveness.

Similarly, as part of the collaboration, Google Cloud’s advanced AI tools will be used alongside WPP’s marketing and advertising data, enabling WPP clients to create brand- and product-specific content using generative AI, gain deeper insights into their target audiences, accurately predict and explain the effectiveness of content, and optimize campaigns with constant adaptive processes.

Innovative cases in the inaugural phase
Building on WPP’s years of experience serving enterprise clients, WPP Open integrates with any of its clients, partners or technology providers to create optimized and automated marketing capabilities.

In this case, the inaugural phase of the project focuses on the development of four innovative use cases:

Enhanced creativity with WPP Open Creative Studio
In this case, WPP has integrated Google’s Gemini 1.5 Pro technology into Creative Studio , its generative AI application that is part of WPP Open and that helps with tasks such as writing headlines or creating images from a simple sketch. This is how, thanks to Gemini 1.5 Pro’s ability to execute a million information tokens in a coherent way, brands can use more branded content and guidelines for their project briefs.

All of this allows for the development of much richer and more dynamic user interfaces , and by better understanding the brand, more creative and brand-appropriate content can be developed.

Smarter content optimization
WPP has updated its AI Performance BrainTM , a service that uses artificial intelligence to predict the performance of marketing content, integrating Gemini 1.5 Pro to improve the way the system predicts the success of marketing content, even before the campaign is activated. This update makes predictions faster and much more accurate, providing superior recommendations for improving content.

With this tool, brands will be able to free themselves from millions cambodia whatsapp list of dollars that they often invest only in campaigns with the intention of obtaining better results.

AI Storytelling
WPP is taking video description solutions to the next level with its real-time streaming capabilities for both description and narration. This system uses Gemini 1.5 Pro to create fully automatic, customizable video narration scripts. These scripts are sent to WPP partner ElevenLabs , which generates a realistic voice for narration.

Hyperrealistic representation of WPP products
WPP is also using generative AI to create better product images. This system uses Gemini 1.5 Pro and Universal Scene Description 3D file formats to not only understand a brand’s style guidelines (logos, fonts, colors, etc.) but also to incorporate the shape, design, and packaging of an actual product.

“This collaboration marks a pivotal moment in marketing innovation. The integration of Gemini 1.5 Pro into WPP Open has significantly accelerated our innovation in generic AI and allows us to do things that just a few months ago we could only dream of. With Gemini models, we can not only improve traditional marketing tasks, but also integrate the end-to-end marketing process for continuous, adaptive optimization. I believe this will be a game-changer for our clients and the marketing industry at large,” shares Stephan Pretorius, CTO at WPP.

For his part, Thomas Kurian, CEO of Google Cloud, said : “AI has the potential to unlock new levels of effectiveness for marketers, whether optimizing campaigns, automating repetitive tasks like brand descriptions, or sparking entirely new insights. This partnership brings together the power of Google Cloud’s generic AI capabilities with WPP’s deep marketing expertise to help our mutual clients create better campaigns that resonate with consumers in a deeper way.”