WPP and Google Cloud forge collaboration to integrate Gemini with WPP Open

Delhi: WPP and Google Cloud announced a new collaboration that will 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 people and adopted by key clients including The Coca-Cola Company, L’Oréal and Nestlé. 

This partnership seeks to drive a step-change in marketing  efficiency and effectiveness. 

As part of the collaboration, Google Cloud's gen AI tools will be used with WPP's  proprietary marketing and advertising data. This will enable WPP’s 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 WPP’s decades of experience serving enterprise clients, WPP Open integrates with  any client, partner or technology vendor to create optimised and automated marketing  capabilities. 

The brand’s press statement revealed the inaugural phase of the partnership is focusing on the development of the following four use cases: 

Enhanced creativity with WPP Open Creative Studio: WPP has integrated Google's  Gemini 1.5 Pro technology into Creative Studio, its gen AI app that is part of WPP Open  and which helps with tasks such as writing headlines and turning a sketch into an image.  Gemini 1.5 Pro’s large context window, which allows it to run one million tokens of  information consistently, means that more brand content and guidelines can be used for  prompts, such as a brand’s colour palette, fonts, voice, and even past marketing  campaigns. This enables the development of much richer and dynamic user interfaces,  and by understanding the brand better, more creative and on-brand content can be  developed. 

Smarter content optimisation: WPP has upgraded its AI Performance Brain™ – a  service that uses AI to predict how well marketing content will perform – by integrating  Gemini 1.5 Pro to improve the way the system predicts the success of marketing  content, even ahead of campaign activation. This upgrade makes predictions faster and  far more accurate, and enables reasoning behind the predictions, which offers superior  recommendations to improve content. This powerful tool has the potential to free up  millions of dollars for brands to re-invest in only the best performing campaigns. 

AI narration: WPP is taking video description solutions to the next level by pioneering  real-time streaming capabilities for both description and narration. The system uses  Gemini 1.5 Pro to automatically create customisable video narration scripts. These 

scripts are then sent to ElevenLabs, a WPP partner, which generates a realistic voice  for the narration. This process makes video creation faster, more efficient, and allows  for a personalised touch. 

Hyper-realistic product representation: WPP is redefining product representation  using gen 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, colours, etc.), but to also incorporate an actual product's shape,  design, and packaging. The result is a detailed 3D and brand-compliant product image  that's perfect for marketing and advertising. 

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 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.” 

The move forms part of WPP’s 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.