- WPP and Google announced a recent collaboration model on the Cloud Next ‘24 conference in Las Vegas. Under this model, the holding company will integrate Google’s Gemini 1.5 Pro generative AI tool into its marketing operating system, WPP Open.
- Google Cloud’s gen AI tools will probably be combined with WPP’s proprietary marketing and promoting data to enable clients to create brand- and product-specific content, gain deeper insights into goal audiences, predict content effectiveness and optimize campaigns.
- The partnership is an element of WPP’s previously announced ongoing annual investment of greater than 250 kilos (about $318 million) in AI data and technology and provides a lift to Google’s Gemini generative AI platform, which has been met with some controversy since its debut earlier this yr.
While there was no shortage of deals between holding firms and the larger players creating generative AI tools — Dentsu and AWS and IPG with Adobe, as an example — the sheer size of those two partners, together with the scope of their collaboration signals that this might be a tipping point for generative AI inside agencies.
More than 35,000 of WPP’s individuals are using WPP Open, as are lots of its key clients, including The Coca-Cola Company, L’Oreal and Nestle, the agency holding company noted in its announcement. The collaboration with Google Cloud’s Gemini Pro will only increase and enhance that usage, according to WPP executives.
WPP’s Chief Technology Officer Stephan Pretorius said in a press release that the partnership “has significantly accelerated our gen AI innovation and enables us to do things we could only dream of a couple of months ago. With Gemini models, we’re not only able to enhance traditional marketing tasks but additionally to integrate the end-to-end marketing process for continuous, adaptive optimization. I feel this will probably be a game-changer for our clients and the marketing industry at large.”
The collaborative partnership will initially deal with 4 areas:
- Enhancing creativity, through the mixing of Gemini 1.5 Pro into WPP’s Creative Studio gen AI app to help with tasks comparable to writing headlines and turning sketches into images. Gemini’s large context window allows more content guidelines and prompts, including brand-specific color palettes, fonts, voice and past marketing campaigns.
- Smarter content optimization by utilizing Gemini 1.5 Pro to improve WPP’s proprietary Performance Brain predictive content performance engine, ahead of campaign activation. The integration guarantees to make predictions faster, more accurate and enable reasoning behind predictions for higher content improvement recommendations.
- Real-time development of narration and description for video to create customized scripts that could be sent to WPP partner ElevenLabs to generate a sensible voice for production, thereby making video creation faster and more efficient.
- Hyper-realistic product representation using gen AI and Universal Scene Description 3D file formats to incorporate each a brand’s style guidelines and the product’s shape, design and packaging in a brand-compliant image for marketing purposes.
The partnership could also bring a lift to Google’s Gemini AI platform, which has been wrapped in the identical controversies that other generative AI tools have experienced based on instances of misinformation and inaccurate content.
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