Creative agency WPP has announced it will be collaborating with Stability AI to deliver new content solutions.

WPP will use the firm’s open visual media model across video, image, 3D and audio.

The partnership will bring their talent pools closer together, strengthening WPP’s in-house production and studio facilities and capabilities.

Stephan Pretorius, chief technology officer at WPP, said: “We are thrilled to partner with Stability AI and harness their ground-breaking generative AI technology to drive innovation in marketing and advertising. This collaboration is unique in its focus on the visual media industry, and we are inspired by the Stability AI team’s vision for the role of generative AI in entertainment and how it can augment the creative process.”

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Through the partnership, WPP will have access to Stability AI’s models and workflows, which have been integrated into the agency’s AI operating system, WPP Open. The collaboration comes as the demand for “high-grade” production grows, driven in part by higher customer expectations for visual content.

Prem Akkaraju, CEO of Stability AI, said: “WPP is the platinum standard in marketing and advertising, making this a pivotal partnership for Stability AI. Not only will this partnership accelerate the adoption we’re already seeing, but it’ll also enhance our ability to develop innovative products customised for creative professionals’ unique needs.”

“We’ve spent years building the foundation for enterprise-grade creative tools, ensuring they are responsible, scalable, and ready for real-world applications. Now is the time to bring our models and workflows to even more brands globally,” added Akkaraju.