WPP and Google Cloud forge groundbreaking new collaboration to lead generative AI-driven marketing into its next … – WPP

9 Apr 2024

Gemini 1.5 Pro integration with WPP Open marketing operating system sets new standards in marketing creativity, personalisation and efficiency

Cloud Next '24, Las Vegas 9 April, 2024 Today on the keynote stage at Google Cloud Next, WPP and Google Cloud will announce a new collaboration that will redefine marketing through the integration of Googles Gemini models with WPP Open, WPPs AI-powered marketing operating system already used by more than 35,000 of its people and adopted by key clients including The Coca-Cola Company, LOral and Nestl.

By combining Google's deep expertise in data analytics, generative AI (gen AI) technology and cyber security with WPP's end-to-end marketing capabilities, global creative scale and understanding of its clients brands, this partnership seeks to drive a step-change in marketing efficiency and effectiveness.

As part of the collaboration, Google Cloud's advanced gen AI tools will be used with WPP's proprietary marketing and advertising data. This will enable WPPs clients to create brand- and product-specific content using gen AI, to gain deeper insights into their target audiences, to accurately predict and explain content effectiveness, and to optimise campaigns with ongoing adaptive processes.

Applying WPPs decades of experience serving enterprise clients, WPP Open integrates with any client, partner or technology vendor to create optimised and automated marketing capabilities.

The inaugural phase of the partnership is focusing on the development of the following four innovative use cases:

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.

Thomas Kurian, CEO of Google Cloud, said: 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 Clouds gen AI capabilities together with WPPs marketing domain expertise to help our mutual customers create better campaigns that resonate with consumers in a deeper way.

The move forms part of WPPs 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.

Further information

Susie Metnaoui, WPP +44 (0)7557 591 879 [emailprotected]

Louise Lacourarie, WPP +44 (0)7741 360 931 [emailprotected]

Laura Wheeler, Google Cloud [emailprotected]

About WPP

WPP is the creative transformation company. We use the power of creativity to build better futures for our people, planet, clients and communities. For more information, visit http://www.wpp.com.

About Google Cloud

Google Cloud is the new way to the cloud, providing AI, infrastructure, developer, data, security, and collaboration tools built for today and tomorrow. Google Cloud offers a powerful, fully integrated and optimized AI stack with its own planet-scale infrastructure, custom-built chips, generative AI models and development platform, as well as AI-powered applications, to help organizations transform. Customers in more than 200 countries and territories turn to Google Cloud as their trusted technology partner.

Read the original here:

WPP and Google Cloud forge groundbreaking new collaboration to lead generative AI-driven marketing into its next ... - WPP