By Najat Kantouar


WPP is partnering with Google Cloud to enable its clients to create brand- and product-specific content using generative artificial intelligence.

As part of the collaboration, Google's Gemini models will be integrated into WPP's AI-powered marketing operating system WPP Open, the London-based advertising group said Tuesday.

The combined product will help WPP's clients gain deeper insights into their target audiences, accurately predict and explain content effectiveness, and optimize campaigns with continuing adaptive processes, it 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," WPP Chief Technology officer Stephan Pretorius said.

WPP said the pact is part its annual investment of 250 million pounds ($316.4 million) in AI, data and technology.

At 1210 GMT, WPP shares were up 3.40 pence, or 0.5%, at 741.00 pence. Over the past 12 months, shares have fallen 21%.


Write to Najat Kantouar at najat.kantouar@wsj.com


(END) Dow Jones Newswires

04-09-24 0838ET