WPP partners with Google Cloud to build GenAI driven marketing solutions that cut campaign time and boost personalization globally.
WPP and Google Cloud have expanded their partnership with a five-year, $400 million collaboration aimed at enhancing marketing through GenAI. The initiative integrates Google’s Gemini models and cloud infrastructure into WPP Open, the company’s AI marketing platform, enabling brands to launch hyper-personalized campaigns in days instead of months.
The partnership addresses a core industry challenge, creating relevant content at scale without sacrificing creativity or data security. With AI-driven automation, WPP can now produce bespoke assets, audience models, and campaign strategies faster, helping brands respond instantly to shifting consumer behaviors. Early implementations have shown up to 70% efficiency gains and a 2.5x boost in asset utilization, underscoring the measurable impact of GenAI in creative workflows.
Using Google’s Veo and Imagen models, WPP can generate dynamic video and image content tailored to audiences in real time. Meanwhile, Google DeepMind’s AI powers WPP Media’s Open Intelligence tool, allowing marketers to build precise audience models and optimize ad performance with unprecedented accuracy. A secure, privacy-first data framework ensures collaboration without exposing sensitive client data.
Beyond marketing, WPP is embedding Google AI into its internal operations to improve resource allocation, insights, and client service. The firms are also launching a joint talent initiative to train over 1,000 creative technologists by 2030, blending creative design with GenAI fluency. WPP CEO Cindy Rose called the collaboration a “new frontier in AI-powered marketing,” while Google Cloud CEO Thomas Kurian said it “defines the next generation of business creativity.”
