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Media and marketing giant WPP is closing an AI deal with Google Cloud because of its GPT variant. The group wants to automate international media production.

That is broadly the thrust of the collaboration that WPP just announced at Google Cloud Next. That's a cloud conference from the tech giant, for which Emerce received a briefing in advance.

The deal with WPP is illustrative of how Google wants to peddle generative AI in the media and marketing world.

In late January, top executive Mark Read already announced in London that he wants to invest 250 million euros annually in new technology, including artificial intelligence. Googles contribution to this has just been detailed.

WPP has integrated Googles Gemini 1.5 Pro technology into its Creative Studio. That's the generative AI app that helps with text and photo production. But videos will also be produced with AI about brands and products. That means, for example, that the computer can create storylines and dub videos. That will be done by ElevenLabs. But the machine can also handle the 3D file format Universal Scene Description https://en.wikipedia.org/wiki/Universal_Scene_Description. This can be used to create product images unique to a brand at lightning speed.

At Cloud Next, Google also announces collaborations with Bayer, Cintas, Discover Financial, IHG Hotels & Resorts, Mercedes Benz, Palo Alto Networks and Verizon. That includes topics such as infrastructure and containers and Vertex AI in addition to GenAI.

Photo: Thierry Ehrmann (cc)

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