WPP featured in Thomas Kurian’s keynote at Google Cloud Next
This week at Google Cloud Next, WPP was mentioned in Thomas Kurian’s keynote on revolutionising AI-powered marketing solutions. WPP Open, powered by cutting-edge applications including Google Cloud and models such as Gemini, Imagen, and Veo are enhancing team collaboration and campaign creation globally.
The move forms part of WPP’s ongoing annual investment of £250 million in AI, data and technology, and its strategy to capitalise on its lead in the space by partnering with AI experts like Google. The inaugural phase of the partnership is focusing on the development of the following four innovative use cases:
- Gemini 1.5 Pro’s large context window allows it to run one million tokens of information consistently, means that more brand content and guidelines can be used for prompts, such as a brand’s colour palette, fonts, voice, and even past marketing campaigns. This enables the development of much richer and dynamic user interfaces, and by understanding the brand better, more creative and on-brand content can be developed.
- WPP has upgraded its AI Performance Brain™ – which makes predictions faster and far more accurate, and enables reasoning behind the predictions, which offers superior recommendations to improve content for WPP clients. This powerful tool has the potential to free up millions of dollars for brands to re-invest in only the best performing campaigns.
- Using Gemini 1.5 Pro to create customisable video narration scripts, which are then sent to ElevenLabs which generates a realistic voice for the narration. This process makes WPP’s video creation faster, more efficient, and allows for a personalised touch.
- Gemini 1.5 Pro and Universal Scene Description 3D can only understand a brand’s style guidelines (logos, fonts, colours, etc.), but to also incorporate an actual product’s shape, design, and packaging. The result is a detailed 3D and brand-compliant product image that’s perfect for marketing and advertising at WPP.
Insights from WPP sessions can be found in the following:
🔹 Business value in the agentic era: https://cloud.withgoogle.com/next/25/session-library?session=BRK2-001#all
🔹 Video generation with Veo 2: https://cloud.withgoogle.com/next/25/session-library?session=BRK2-190#all
🔹 Designing AI agents: https://cloud.withgoogle.com/next/25/session-library?session=BRK2-196#all
🔹Data platform migrations: https://cloud.withgoogle.com/next/25/session-library?session=BRK3-024#all
