WPP partners with Google Cloud to power up generative AI-driven marketing [Video]

WPP and Google Cloud are forging a new collaboration which will allow marketers to use generative-AI (gen-AI) to do things they could only “dream of”.

The partnership, which was announced in Las Vegas, US, earlier today at Google’s Cloud Next ‘24 conference, will see the tech giant’s Gemini models be integrated into WPP Open – the agency’s AI-powered marketing operating system.

WPP Open is currently used by more than 35,000 people and adopted by brands including The Coca-Cola Company, L’Oréal and Nestlé.

By combining Google’s expertise in data analytics, generative-AI and cyber security, WPP’s end-to-end marketing capabilities and global creative scale, this collaboration could redefine marketing efficiency and effectiveness.

WPP will use Google Cloud’s advanced gen-AI tools with its marketing and advertising data to help clients create brand and product-specific content, predict and explain content effectiveness, as well as gaining deeper insights into their target audiences and optimising and adapting …