WPP and Google Cloud partner to integrate Google's Gemini AI models with WPP Open for enhanced marketing efficiency and effectiveness.

WPP and Google Cloud have announced a new collaboration that will integrate Google's Gemini AI models with WPP Open, WPP's AI-powered marketing operating system. The partnership aims to drive a step-change in marketing efficiency and effectiveness, combining Google's expertise in data analytics, generative AI, and cybersecurity with WPP's end-to-end marketing capabilities, global creative scale, and understanding of clients' brands. This will enable WPP's clients to create brand and product-specific content using generative AI, gain deeper insights into target audiences, predict and explain content effectiveness, and optimize campaigns with ongoing adaptive processes.