Formula E generated by Google Gemini AI in partnership with WPP
Formula E
Google Gemini AI robots will be narrating ads, writing voiceover scripts, and creating mock-ups for London’s marketing giant WPP. This is a massive collaboration, which could lead to Google robots working for Coke, Nestle, and other companies.
WPP, the parent company to some of the most well-known ad agencies in the world, including Ogilvy Wunderman Thompson, and VMLY&R, said that the partnership with Google focuses primarily on “four new use cases”.
These include the integration of Google’s “creative studio”, which allows more brand content to be included and guidelines for prompts to be created; content optimization to determine how successful a marketing campaign will be prior to its launch; AI-based creation of “hyperrealistic” product images; and AI narration including scripts by Gemini.
Gemini 1.5 Pro will be used to create customisable scripts for video narration. These are sent to Eleven Labs in London to produce a voice that can narrate the videos.
WPP Open is WPP’s AI-powered operating system for marketing. Coca-Cola, Nestle, and other world-renowned companies already use it.
WPP is investing PS250million in AI technology in recent years.
Stephan Pretorius said, “This partnership marks a pivotal point in marketing innovation.” The integration of Gemini 1.5 Pro with WPP Open significantly accelerates our generation AI innovation. We can now do things that we couldn’t have imagined a few short months ago.
With Gemini models we are not only able enhance traditional marketing tasks, but also integrate the entire marketing process to allow for adaptive, continuous optimisation. This will change the game for both our clients and marketing in general.
Thomas Kurian is the CEO of Google Cloud. He said that AI has the power to help marketers unlock new levels in terms of efficiency, be it by optimising campaigns or automating tasks such as brand descriptions. It can also spark new ideas. The partnership brings together the powerful gen-AI capabilities of Google Cloud and WPP’s marketing expertise in order to create campaigns that are more effective for our customers.