Image credit: Formula E
Today on the Google Cloud Next main stage, WPP and Google Cloud will announce a new collaboration that will redefine marketing through the integration of Google’s Gemini models with WPP Open, the AI-powered marketing operating system of WPP already used by more than 35,000 of its employees. and adopted by key customers such as The Coca-Cola Company, L’Oréal and Nestlé.
By combining Google’s deep expertise in data analytics, generative AI technology (gen AI) and cybersecurity with WPP’s end-to-end marketing capabilities, global creative scale and brand understanding of its clients, this partnership aims to bring about a step change in the efficiency and effectiveness of marketing.
As part of this collaboration, Google Cloud’s advanced generation AI tools will be used with WPP’s proprietary marketing and advertising data. This will enable WPP clients to create brand and product specific content using AI generation, gain deeper insights into their target audiences, accurately predict and explain effectiveness content and optimize campaigns with continuous adaptive processes.
Applying WPP’s decades of experience serving enterprise clients, WPP Open integrates with any client, partner or technology provider to create optimized and automated marketing capabilities.
The inaugural phase of the partnership focuses on developing the following four innovative use cases:
Improved creativity with WPP Open Creative Studio: WPP has integrated Google’s Gemini 1.5 Pro technology into Creative Studio, its gen AI application that is part of WPP Open and which makes tasks like writing headlines and turning a sketch into an image easier. Gemini 1.5 Pro’s large pop-up window, which allows it to run a million information tokens consistently, means more branded content and guidelines can be used for prompts, such as color palette, a brand’s fonts, voice, and even past marketing campaigns. This allows for the development of much richer and more dynamic user interfaces, and by better understanding the brand, more creative and on-brand content can be developed.
Smarter Content Optimization: WPP has upgraded its AI Performance Brain™ – a service that uses AI to predict the performance of marketing content – by integrating Gemini 1.5 Pro to improve how the system predicts the success of marketing content, even before campaign activation. This upgrade makes predictions faster and much more accurate, and provides reasoning behind the predictions, which provides superior recommendations for improving content. This powerful tool has the potential to free up millions of dollars so brands can reinvest in only the highest-performing campaigns.
AI Storytelling: WPP takes video description solutions to the next level by innovating real-time streaming capabilities for description and narration. The system uses Gemini 1.5 Pro to automatically create customizable video narration scripts. These scripts are then sent to ElevenLabs, a WPP partner, which generates a realistic voice for narration. This process makes video creation faster, more efficient and allows for a personalized touch.
Hyper realistic representation of the product: WPP redefines product representation using AI generation to create better product images. This system uses the Gemini 1.5 Pro and Universal Scene Description 3D file formats to not only understand a brand’s style guidelines (logos, fonts, colors, etc.), but also to integrate shape, design, and content. packaging of a real product. The result is a detailed, on-brand 3D product image 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 dramatically accelerated our generational AI innovation and allows us to do things we could only dream of. few months ago. With Gemini models, we are not only able to improve traditional marketing tasks, but also integrate the end-to-end marketing process for continuous and adaptive optimization. I believe this will be a game changer for our clients and the marketing industry as a whole.
Thomas Kurian, CEO of Google Cloud, said: “AI has the potential to achieve new levels of efficiency for marketers, from optimizing campaigns to automating tasks repetitive tasks such as brand descriptions or to spark entirely new ideas. This partnership combines the power of Google Cloud’s generation AI capabilities with WPP’s deep marketing expertise to help our joint clients create better campaigns that resonate more deeply with consumers.
The move is part of WPP’s ongoing £250 million annual investment in AI, data and technology, and its strategy to capitalize on its lead in the field by partnering with experts in AI like Google.
