Friday, May 17, 2024

Making Marketing Success a More Realistic Possibility for GenAI

WPP has officially announced a partnership with Google Cloud to redefine generative marketing. Under the agreed terms, Google Cloud’s advanced gen AI tools will be combined with WPP’s proprietary marketing and advertising data to help the latter’s customers create brand- and product-specific content using gen AI, gain deeper insights into their target audiences, as well as accurately predict and explain content effectiveness. Not just that, these customers can also expect to optimize campaigns with ongoing adaptive processes. Talk about the whole value proposition on a slightly deeper level, we begin from the promise of enhanced creativity with WPP Open Creative Studio. Here, WPP has integrated Google’s Gemini 1.5 Pro technology into its Creative Studio, which is a GenAI app equipped enough to help users with tasks such as writing headlines and turning a sketch into an image. Now, with Google’s Gemini 1.5 Pro in the mix, the stated app will allow more brand content and guidelines to be used for prompts, like a brand’s color palette, fonts, voice, and even past marketing campaigns. Such a setup, on its part, should go a long distance to conceive richer and more dynamic user interfaces, and alongside that, it can also be useful in the context of supplying more creative and on-brand content.

More on conceiving smarter content would reveal how WPP’s access to Gemini 1.5 Pro has enabled it to upgrade its AI Performance Brain™ service which uses AI to predict how a particular piece of marketing content will perform. Owing to the update in question, users can now expect faster and far more accurate predictions. Beyond that, they will also reasoning behind those predictions, all of it coming together to form a tool capable of saving millions of dollars for brands to re-invest in only the best performing campaigns. Joining the same is a prospect for AI narration where WPP will advance video description solutions through real-time streaming capabilities for both description and narration. In practice, this also means using Gemini 1.5 Pro to automatically create customizable video narration scripts. Once generated, these scripts are then sent to ElevenLabs, a WPP partner that generates a realistic voice for the narration. The incentive behind adopting the stated process is to make video creation faster, more efficient, and at the same time, help it realize a personalized touch.

“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 optimization,” said Stephan Pretorius, CTO of WPP.

Rounding up highlights for this partnership is an objective to provide hyper-realistic product representation. Leveraging Gemini 1.5 Pro and Universal Scene Description 3D file formats, WPP will have a much better grip on brand’s style guidelines (logos, fonts, colors, etc.). However, that’s not all, considering it will also enjoy the means to incorporate the actual product’s shape, design, and packaging. Together, these capabilities will enable the company to create a detailed 3D and brand-compliant product image that’s perfect for marketing and advertising.

“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,” said Thomas Kurian, CEO of Google Cloud.