WPP 'Open' Adds Google Gemini To Boost Gen AI Content

Google and WPP announced a new collaboration today under which Google’s Gemini generative AI models are being integrated into WPP’s Open AI-powered marketing operating system. 

The announcement came at Google’s annual Cloud Next ‘24 Conference in Las Vegas. 



The companies said the integration would let clients create brand and product specific content using genAI.  

Google’s Gemini 1.5 Pro technology will integrate with the WPP Open Creative Studio. In addition to richer, more detailed content, the integration will improve WPP Open’s ability to predict how well marketing content will perform and make recommendations for improving content. 

The Gemini integration will enable the WPP platform to generate improved video narration scripts that will have realistic voices created by another partner, ElevenLabs. End result: faster creation of more realistic sounding video narrations.   

Gemini will also help WPP Open create more realistic-looking product images, the companies said. 

“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,” said WPP chief technology officer Stephen Pretorius.  

The move is part of WPP’s annual investment of 250 million GBP in AI, data and technology. 

WPP Open is now used by 35,000 employees and has been adopted by clients like Coca-Cola Co. L’Oreal and Nestle. 

The Formula E car image above was created in WPP Open using Gemini 1.5 Pro

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