Global advertising company WPP and Google Cloud have expanded their partnership to develop new Artificial Intelligence (AI) tools that will help brands create smarter and more personalised marketing campaigns.

The new initiative builds on the companies’ AI partnership announced in 2025. It aims to improve the entire marketing process, from understanding customer behaviour and creating advertisements to measuring campaign performance.

According to a WPP press release, one of the biggest highlights of the partnership is a new AI solution created by WPP and Google DeepMind for Duracell’s global football campaign. The technology enabled the iconic Duracell Bunny to speak naturally in different languages while keeping its original expressions and appearance. This will help brands create global campaigns that connect better with local audiences.

The companies have also developed AI-powered marketing tools that can predict campaign performance more accurately. The new technology improved prediction accuracy by up to 10 percent while reducing the time needed for planning and testing campaigns.

Another feature uses real time information such as weather, air quality, and local movement patterns to help brands deliver personalised advertisements based on a consumer’s location and surroundings.

WPP and Google Cloud have also introduced a Cultural Intelligence Engine, an AI platform that tracks emerging trends across different cities and categories. This allows brands to identify changing consumer interests early and create relevant campaigns before trends become popular. Marco Montanaro, marketing director at Duracell, said the partnership helped the company create a multilingual campaign while keeping the famous Duracell Bunny consistent across different markets.

Giuliana Coli, vice president of strategic partnerships at WPP, said the partnership combines AI technology with human creativity to help marketers produce better and more effective campaigns. Eleni Shaw, principal lead at Google DeepMind, said the collaboration allows Google’s AI research to solve real marketing challenges while supporting future innovation.

The expanded partnership highlights WPP and Google Cloud’s shared goal of using AI to make marketing more creative, efficient, and relevant for businesses and consumers.