WPP and Google Cloud have announced a new partnership that is set to revolutionize marketing. The collaboration, which was unveiled at Google Cloud Next’24 in Las Vegas, US, will see the integration of Google’s Gemini model with WPP Open, the company’s AI-powered marketing operating system that is currently in use by more than 35,000 employees and has been embraced by significant clients like Nestlé, L’Oréal, and The Coca-Cola Company.
With the new partnership, marketers will be able to use generative artificial intelligence (gen-AI) to accomplish tasks they could only “imagine.” This partnership aims to revolutionize marketing efficiency and effectiveness by fusing Google’s extensive knowledge in data analytics, generative AI (gen AI) technology, and cyber security with WPP’s end-to-end marketing capabilities, global creative scale, and brand awareness.
Google Cloud’s cutting-edge gen AI tools will be combined with WPP’s exclusive marketing and advertising data as part of the partnership. As a result, WPP’s clients will be able to use gen AI to produce brand- and product-specific content, acquire a better understanding of their target markets, forecast and explain content effectiveness with precision, and optimize campaigns through continuous adaptive processes.
WPP Open integrates with any client, partner, or technology provider to create optimized and automated marketing capabilities by leveraging WPP’s decades of experience serving enterprise clients. The partnership’s initial phase, which is a component of WPP’s yearly investment of £250 (316) million in technology, data, and artificial intelligence, is concentrated on the creation of the following four cutting-edge use cases:
Google’s Gemini 1.5 Pro technology has been incorporated by WPP into Creative Studio, the company’s next-generation AI app that is a part of WPP Open and helps with tasks like creating headlines and converting sketches into images. More than just brand content and guidelines can be used as prompts thanks to Gemini 1.5 Pro’s large context window, which enables it to run one million tokens of information consistently. Examples of this include the brand’s color palette, fonts, voice, and even previous marketing campaigns. This makes it possible to create user interfaces that are much richer and more dynamic, and it also makes it possible to create content that is more creative and true to the brand.
WPP has improved the way it forecasts the performance of marketing content, even before campaign activation, by integrating Gemini 1.5 Pro into its AI Performance Brain service. This upgrade uses AI to predict how well marketing content will perform. With this update, predictions are made much more quickly and accurately. Additionally, the reasoning behind the predictions is enabled, providing better suggestions for content improvement. With the help of this effective tool, brands could be able to reinvest millions of dollars in only the most successful campaigns.
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By being the first to introduce real-time streaming capabilities for both description and narration, WPP is elevating the game in video description solutions. The system automatically generates modifiable video narration scripts using Gemini 1.5 Pro. The WPP partner ElevenLabs receives these scripts and uses them to create a realistic voice for the narration. This method allows for a personalized touch and speeds up the production of videos.
To produce better product images, WPP is redefining product representation with the help of Gen AI. This system incorporates the shape, design, and packaging of an actual product in addition to understanding a brand’s style guidelines (logos, fonts, colors, etc.) using Gemini 1.5 Pro and Universal Scene Description 3D file formats. The outcome is a comprehensive, brand-compliant, three-dimensional product image that is ideal for promotion and marketing.
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, added:
“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 marketing domain expertise to help our mutual customers create better campaigns that resonate with consumers in a deeper way.”
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