WPP, one of the world’s largest advertising holding companies, is strengthening its partnership with Google through a $400 million, five-year agreement aimed at accelerating AI adoption across marketing. The deal focuses on using generative AI and cloud technologies to deliver real-time, personalised campaigns at scale.
The expanded partnership was announced during a meeting at Google’s Mountain View headquarters between WPP CEO Cindy Rose and Google Cloud CEO Thomas Kurian. WPP plans to integrate AI across its creative, media, production, and commerce services via its in-house platform, WPP Open.
Rose highlighted the transformative potential of AI for clients: “By delivering bespoke AI solutions and enabling hyper-relevant campaigns at unprecedented scale, we are accelerating innovation across every facet of marketing.” Kurian added that the collaboration reinforces Google’s AI infrastructure as a foundation for digital advertising.
The partnership will leverage Google’s Gemini and DeepMind technologies to create tailored campaigns in real time, enabling brands to design and deploy marketing assets in days rather than months. Initiatives include real-time audience modeling, automated creative production using models like Veo and Imagen, privacy-first data collaboration via InfoSum’s Bunkers, and AI workforce training through WPP’s Creative Technology Apprenticeship.
Internal operations will also benefit, with AI supporting tasks like resource planning and data analysis. WPP, which already invests roughly £300 million annually in AI, positions this agreement as a competitive advantage in marketing automation. Many tools will be tested first within Google’s marketing teams to ensure real-world effectiveness before client deployment.
