Communication and advertising company WPP is partnering with Google Cloud to improve marketing by merging the latter’s generative AI technology Gemini 1.5 Pro with its comprehensive marketing system WPP Open.

The integration of Gemini 1.5 Pro with WPP Open is supposed to enhance marketing creativity, personalization, and productivity. The collaboration leverages Google Cloud's expertise in data analytics, generative AI, and cybersecurity, alongside WPP's global marketing reach and brand knowledge.

4 key highlights of the partnership:

WPP Open Creative Studio now includes Gemini 1.5 Pro, enabling enhanced creative outputs like dynamic user interfaces and highly personalized content that adhere strictly to brand guidelines. This integration allows for more sophisticated marketing materials that are both innovative and brand-consistent.
An upgrade to WPP's AI Performance Brain incorporates Gemini 1.5 Pro to refine predictions on marketing content performance. This AI enhancement predicts content success more accurately and provides actionable insights, saving significant marketing dollars by prioritizing high-performing campaigns.
The partnership introduces advanced real-time video description and narration capabilities. Leveraging the same model, the system can generate customizable video narration scripts instantly. These scripts are then processed through a partner, text-to-speech AI startup ElevenLabs, to produce realistic voiceovers, streamlining video production and allowing for a tailored approach to video content.
WPP is planning to work on product representation by using generative AI to generate hyper-realistic product images that conform to brand-specific guidelines. This application ensures that product portrayals are not only accurate but also visually appealing and aligned with brand identity.

“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 optimization. I believe this will be a game-changer for our clients and the marketing industry at large," says Stephan Pretorius, CTO of WPP.

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