WPP and Google Cloud Partner to Redefine Marketing

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WPP and Google Cloud announced a new collaboration that will redefine marketing through the integration of Google’s Gemini models with WPP Open.

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, said: “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.”

This partnership seeks to significantly improve marketing efficiency and effectiveness by combining Google’s deep expertise in data analytics, generative AI (gen AI) technology, and cyber security with WPP’s end-to-end marketing capabilities.

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As part of the collaboration, Google Cloud’s advanced Gen AI tools will be used with WPP’s proprietary marketing and advertising data.