Google's Gemini AI will narrate ads, write voiceover scripts and create mockups of products for London marketing giant WPP, with Google's robots potentially working on ads for companies like Coke and Nestlé This will be a large-scale collaboration.
WPP, the parent company of some of the world's most famous advertising companies, including Ogilvy, Wunderman Thompson and VMLY&R, said its partnership with Google focuses on “four innovative use cases.”
These are Google's “Creative Studio” integrations that allow you to use more branded content and guidelines in your prompts. With improved content optimization, you can now predict the success of your campaigns before they start. Use AI to create “hyper-realistic” images of your products. AI narration with script written by Gemini.
The voiceover system uses Gemini 1.5 Pro to create customizable video voiceover scripts and sends them to London startup Eleven Labs to generate audio to narrate the videos.
Gemini technology will be integrated into WPP Open, WPP's AI-powered marketing operating system. This operating system is already used by many of the world's biggest companies, including Coca-Cola and Nestlé.
WPP has made a big push into AI in recent years, investing £250m in the technology.
Google's Gemini was launched last year after several years of development. Its image generation model was criticized primarily by conservative media because it generated images comprised primarily of people of color for prompts such as Vikings and Nazi soldiers. AI experts say the mistake was likely due to rushed implementation, rather than political motivation.
Stefan Pretorius, Chief Technology Officer at WPP, said: “This collaboration is a pivotal moment in marketing innovation. Integrating Gemini 1.5 Pro with WPP Open will significantly accelerate our Gen AI innovation and enable us to do things we could only dream of. ” a few months ago.
“The Gemini model allows us to not only enhance traditional marketing tasks, but also integrate end-to-end marketing processes for continuous and adaptive optimization. I believe this will be a huge change for all.”
Thomas Kurian, CEO of Google Cloud, said: “AI has the potential to unlock new levels of effectiveness for marketers, including optimizing campaigns, automating repetitive tasks like brand descriptions, and sparking entirely new ideas. “Combining the power of Google Cloud's AI-generated capabilities with WPP's deep marketing expertise, our joint customers will be able to create better campaigns that resonate with consumers in a deeper way.”
