WPP is set to collaborate with Google Cloud in a bid to ‘re-define’ marketing by integrating Google’s Gemini models with WPP Open, WPP’s AI-powered marketing operating system.
Already used by more than 35,000 of its employees, WPP Open has also been adopted by major international brands such as The Coca-Cola Company, L’Oréal and Nestlé.
By combining Google’s own expertise in data analytics, generative AI (gen AI) technology and cyber security with the agency group’s end-to-end marketing capabilities, the new partnership will look to supercharge marketing efficiency and effectiveness.
“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,” WPP chief technology officer, Stephan Pretorius said.
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“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 first phase of the partnership will be focused around four key use cases; namely the enhanced creativity that will results from the dual integration, smarter content optimisation, AI narration (video description) and hyper-realistic product representation to revolutionise product imagery.
Google Cloud CEO, Thomas Kurian added: “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.”
