Google’s Robots for Ad Creation: Peek AI Era

• By Shamsher Singh Bhullar

• 24th April 2024

WPP Open marketing operating system is all set to integrate with Gemini 1.5 Pro, raising the bar in marketing creativity, productivity, and efficiency.

Can you imagine a world where ads are created and post-produced by AI? Well, the wait is over. The world’s largest advertising and PR company, WPP, recently partnered with Google to build ads using the former’s proprietary AI miracle, Gemini.

To shed more light on WPP, it is a British communications, PR, advertising, and commerce multinational company that serves as the parent company of various ad firms, such as Ogilvy, Wunderman Thompson, and VMLY&R. According to Statista, the company bagged a revenue of $18.9 billion in 2023 and is set to transcend enterprise boundaries with this gigantic collaboration.

The company is all set to leverage Gemini AI to create ads. It would also include the following:

• Ad narration.
• Voiceover script generation.
• Product image creation.

The landmark partnership with WPP means that Google’s robots could potentially create ads for some of the world’s biggest brands, such as the Coca-Cola Company, L’Oréal, and Nestlé.

PPC experts have consistently emphasized the importance of leveraging AI to stay ahead in marketing. With the world’s biggest ad group actively incorporating Google’s Gemini into their strategy, it’s a pivotal moment, and advertisers should pay attention. This integration holds the promise of transforming the industry landscape.

Why WPP Made the Groundbreaking Collaboration?

WPP is fixated on the potential of transforming marketing capabilities and functionalities. To quote the exact words, WPP is anticipating that the collaboration with Google will “drive a step-change in marketing efficiency and effectiveness.” All thanks to Google, it can put forth its expertise in generative AI (Gen AI) technology, data analytics, and cybersecurity. 

These technologies are revolutionizing the marketing scenario, global creative reach and thorough understanding of clients’ requirements.

Gemini Technology in Action

Now, you must be wondering how the whole process of ad creation will work. It is simple. Google’s proprietary advanced generative AI tools will be integrated with WPP’s marketing and advertising data. 

This integration of the data will open the doors for the WPP’s clients to create product/service-specific content for their brand that caters to the users’ needs. After all, the power of generative AI cannot be underestimated. 

There’s more to the integration!

The integration of data will also provide deeper insights into the client’s target audience preferences and requirements. Additionally, this merging of the technologies will allow the WPP clients to understand the effectiveness of their formulated content and the degree to which they can optimize their campaigns.

What are the Use-Cases of Technological Integration?

There are four major innovative use cases of Google’s collaboration:

• WPP Open Creative Studio

WPP Open has its own proprietary gen AI app, the Creative Studio. This Creative Studio is integrating with Google’s Gemini 1.5 Pro technology. The versatile nature of this integration will help with various tasks, such as writing headlines or even turning a sketch into an image. By integrating gen AI, users can also build feature-rich and dynamic user interfaces. You can provide in-depth prompts to the tool regarding the brand’s color palette, voice, fonts and even previous marketing campaigns.

• Smarter Content Optimization

WPP also offers an AI Performance Brain that can predict the success of a marketing campaign even before it launches. This is achieved by integrating Gemini 1.5 Pro with the WPP Gen AI, which enables faster predictions with high accuracy. This tool can help business organizations save millions of dollars by only investing in marketing campaigns with the potential to perform well.

• AI Narration

Gemini 1.5 Pro has taken the art of video creation to the next level. With the help of AI, users can create customizable video narration scripts automatically. ElevenLabs, a reliable WPP partner, then creates a realistic voiceover of the generated script. Therefore, the video narration process is now simple, easier, feasible, and efficient with a personalized touch.

• Hyper-Realistic Product Representation

The Gemini AI has taken product visualization technology up a notch. It uses the Universal Scene Description 3D file formats to understand the brand’s style guidelines, such as colors, logos, fonts, etc. It can also incorporate the product’s shape, design, and packaging. These hyper-realistic images can be used for marketing and advertising of the products.

What WPP Said?

This is what Stephan Pretorius, Chief Technology Officer at WPP, 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. 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 optimisation. I believe this will be a game-changer for our clients and the marketing industry at large.”

What Google Said?

This is what Thomas Kurian, CEO of Google Cloud, said:

“AI has the potential to unlock new levels of effectiveness for marketers, whether it is optimising campaigns, automating repetitive tasks like brand descriptions, or sparking entirely new ideas. This partnership brings the power of Google Cloud’s gen AI capabilities together with WPP’s marketing domain expertise to help our mutual customers create better campaigns that resonate with consumers in a deeper way.”

WPP has made an annual investment of £250 million in AI, data and technology and its strategy is to capitalize on new-gen technologies through groundbreaking collaborations with enterprises like Google.