WPP is deepening its investment in AI-driven marketing through a major partnership with Google. The collaboration will integrate Google's Gemini 1.5 Pro with WPP Open, WPP's AI-powered marketing operating system. This will enable WPP clients to generate brand-specific content, gain deeper insights into target audiences, and optimise campaigns.
The partnership focuses on enhanced creativity, content optimisation, AI narration, and product representation. WPP will use Gemini 1.5 Pro for creative tasks like writing headlines and upgrading its existing system for predicting content performance. Gemini will also automate video narration script creation, with synthetic voices generated via ElevenLabs. Additionally, WPP will leverage Google's generative AI to produce hyper-realistic product images.
The integration promises to optimise content, automate repetitive tasks, and spark new ideas. This move is part of WPP's ongoing investment in AI, data, and technology.
