WPP goes all out for AI with Google Cloud partnership

Mark Learn, WPP CEO, promised buyers just lately that the group could be getting severe about AI. It seems that he was finalising a brand new partnership with Google, whose superior AI instruments will now be built-in into WPP’s personal AI advertising system, known as WPP Open.

The deal AI guarantees to optimise just about all the things, from content material and data processing to headlines and script writing – with some hyper-realistic product photographs thrown in (see under).

With the group’s artistic businesses underperforming and the 0.9% development in 2023 coming largely courtesy of media, Learn has been beneath strain to tug one thing out of the bag. Particularly when rivals Publicis and Omnicom are forecasting 5% development for this yr, whereas WPP is anticipating to stay at 0.9%.

Stephan Pretorius, Chief Know-how Officer at WPP, mentioned: “Our integration of Gemini 1.5 Professional into WPP Open has considerably accelerated our gen AI innovation and allows us to do issues we might solely dream of some months in the past. With Gemini fashions, we’re not solely in a position to improve conventional advertising duties, but additionally to combine the end-to-end advertising course of for steady, adaptive optimisation. I imagine this might be a game-changer for our shoppers and the advertising trade at massive.”

Thomas Kurian, CEO of Google Cloud, mentioned: “AI has the potential to unlock new ranges of effectiveness for entrepreneurs, whether or not it’s optimising campaigns, automating repetitive duties like model descriptions, or sparking completely new concepts. This partnership brings the facility of Google Cloud’s gen AI capabilities along with WPP’s deep advertising area experience to assist our mutual prospects create higher campaigns that resonate with shoppers in a deeper method.”