Google has partnered with WPP, the world’s largest advertising agency group, to integrate its powerful Gemini AI into WPP’s global marketing operations, in a major breakthrough for the advertising industry.
Google has just announced a collaboration with WPP, which manages most of the advertising we see around the world, to generate ads using artificial intelligence. This historic partnership could enabling Google’s generative AI to produce ads for some of the biggest brands on the planet. WPP oversees renowned agencies like Ogilvy, Wunderman Thompson and VMLY&R and works with high-profile clients like Coca-Cola, L’Oréal and Nestlé.
WPP will therefore now be able to use Gemini AI capabilities for a range of creative and analytical marketing tasks, including ad narration, voiceover script generation and even product imagery creation realistic. Gemini will be integrated with WPP’s proprietary marketing platforms and data to power its clients’ advertising efforts.
AI will feature in advertisements
According to WPP, this partnership aims to “radically change marketing effectiveness“. By combining Google’s data analytics prowess, cutting-edge generative AI models and cybersecurity know-how with WPP’s unrivaled global creative capabilities, the two giants hope to completely reimagine the advertising process.
More precisely, four “innovative use cases” were defined to exploit Gemini’s skills in text and image generation:
- Improved creative studio tools enabling richer branded content.
- Predictive optimization to evaluate the success of a campaign before its launch.
- AI-generated voiceover narration scripts for video ads.
- Photorealistic 3D product renderings that meet brand guidelines.
Stephan Pretorius, Chief Technology Officer at WPP, welcomed the integration of Gemini as “a pivotal moment in marketing innovation” Who “will be a game changer for our customers and the industry as a whole“. Google Cloud CEO Thomas Kurian echoed this sentiment, saying that AI can “unlock new levels of efficiency” when combined with WPP’s marketing expertise.