WPP has forged a five-year partnership with Google dedicated to advancing cloud and AI technology for marketers.

The collaboration aims to enable brands to create hyper-relevant campaigns in days, rather than months through an integrated approach across creative, production, media, experience and commerce.

The expanded partnership includes a $400m spending commitment from WPP for Google technologies, which will see the holding company infuse AI into its services alongside its investment in its current platforms – WPP Open.

Cindy Rose, CEO of WPP said: “I’m incredibly excited about how our new and evolved partnership with Google will redefine what’s possible for our clients. By delivering bespoke AI solutions and enabling hyper-relevant campaigns with unprecedented scale and speed, we’re accelerating innovation across every facet of marketing to drive unparalleled growth and impact.”

As part of the deal, there will be a number of key initiatives including developing bespoke AI solutions using Gemini for clients; integrating Google Marketplace into WPP Open to offer secure, privacy-first data collaboration; and integrating Google’s advanced AI into its internal workflows.

WPP will also receive early access to Google’s latest AI models for image and video production, including Veo and Imagen, which will also be integrated into WPP Open.

Lorraine Twohill, SVP, Global Marketing, Google said: “As an important partner to Google marketing, WPP has been working closely with us on a number of AI tools and innovations built with Gemini – all focused on driving brand love and real business growth through truly helpful experiences that resonate with our billions of users around the world. I’m excited to continue exploring what marketing and storytelling looks like in this new era, together.”

The partnership was cemented in Mountain View, California during a meeting between WPP’s Rose, Google Cloud CEO Thomas Kurian and members of their respective senior leadership teams.

The news comes just days after the UK’s competitions watchdog designed Google with ‘strategic market status’, meaning the tech giant could face stricter regulations, which could have widespread ramifications for marketers.

Various business disciplines are feeling the impact of AI, not least affiliation and marketing. The knock on effect of this is then being felt by related industries, including betting and gaming – leading to questions being raised as to whether this is for better or worse.

“We’re seeing the biggest change in user behaviour since the internet was invented,” said
Dmitry Belianin, Founder and CEO Belianin.com, an iGaming marketing consultancy, at the SBC Summit in Lisbon last month.

“You have, obviously, a lot of AI tools, and Google and the internet is evolving a lot. Is it in turmoil? I don’t think so. Is it a change which will lead to dramatic, possible next growth? I feel so.”