WPP and Google have announced a landmark five-year partnership aimed at revolutionising global marketing through advanced cloud and AI technologies. The collaboration seeks to empower brands to create hyper-relevant campaigns in days rather than months, redefining the marketing and commerce experience for millions of consumers.

According to a WPP media statement, the expanded alliance includes a $400 million spending commitment from WPP towards Google technologies. The agreement was formalised in Mountain View during a meeting between WPP CEO Cindy Rose and Google Cloud CEO Thomas Kurian, alongside senior leaders from both companies. The investment will strengthen WPP’s AI integration across its services and bolster its proprietary marketing platform, WPP Open.

“I’m incredibly excited about how our new and evolved partnership with Google will redefine what’s possible for our clients,” said Cindy Rose, CEO of WPP. “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.”

Thomas Kurian, CEO of Google Cloud, echoed the sentiment, calling the collaboration “a shared vision to harness the power of generative and agentic AI to transform business outcomes.” He added, “By enabling WPP to innovate on our AI-optimised technology stack, we are helping create the future of marketing technology for brands today.”

Lorraine Twohill, Google’s Global Marketing SVP, said the companies have already been collaborating on several AI-driven innovations built with Gemini. “WPP has been working closely with us on a number of AI tools focused on driving brand love and real business growth through helpful experiences. I’m excited to continue exploring what marketing and storytelling look like in this new era,” she said.

The partnership will give WPP early access to Google’s cutting-edge AI models, including Veo and Imagen, which will be integrated into WPP Open to enhance creative agility for clients. The technology has already enabled the production of campaign-ready assets within days, achieving up to 70% efficiency gains and accelerating asset utilisation by 2.5 times.

Google Cloud’s AI products, powered by DeepMind models, will now support WPP Media’s AI data solution, Open Intelligence. This integration will allow WPP to build and deploy bespoke audience models for clients with greater speed and precision, driving measurable results. Additionally, through InfoSum’s privacy-first “Bunkers” technology on Google Marketplace, WPP can conduct secure data collaborations without transferring data, ensuring client privacy and compliance.

The partnership also emphasises talent development in the AI era. Google will join as the primary curriculum partner in WPP’s Creative Technology Apprenticeship programme, which aims to train over 1,000 early-career creative technologists by 2030. The programme, which has already placed 50 candidates across WPP agencies, includes training in creative coding, generative AI, and robotics, alongside real-world challenges from major clients like L’Oréal and Unilever.

Beyond external innovations, Google’s AI technologies will also be embedded into WPP’s internal workflows to enhance client service delivery. Tasks such as data analysis, resource allocation, and access to global insights will be automated, enabling faster, more efficient operations across WPP’s worldwide network.

Both companies will co-develop and validate new AI-driven marketing solutions within Google’s own marketing operations before rolling them out to WPP’s clients. This real-world testing will ensure that brands benefit from proven solutions capable of delivering faster, smarter, and more effective marketing outcomes.

This $400 million commitment builds on WPP’s broader investment in artificial intelligence, with the company allocating £300 million annually to stay at the forefront of AI innovation and deliver transformative value to clients worldwide.