WPP and Google have announced a five-year expansion of their partnership aimed at transforming marketing through the power of AI and cloud technology. The collaboration has been focused on developing tools and capabilities that allow brands to deliver hyper-personalised campaigns in days instead of months, enhancing efficiency and creative impact across marketing, media, experience, and commerce.
The partnership has been sealed with a $400 million commitment from WPP towards Google technologies, following a meeting in Mountain View between WPP CEO Cindy Rose and Google Cloud CEO Thomas Kurian. The investment has been directed towards expanding WPP’s AI platform, WPP Open, and integrating advanced AI tools across its global operations.
As part of the agreement, WPP has gained preferred access to Google’s latest AI models, including Veo, Imagen, and Gemini, enabling faster creation of campaign-ready assets and a 2.5x boost in asset utilisation. The partnership has also allowed WPP Media to leverage Google DeepMind models for rapid audience insights and bespoke AI model development through its Open Intelligence solution.
WPP has also adopted InfoSum’s Bunkers on Google Marketplace to enable privacy-first data collaboration without transferring sensitive information, helping clients unlock insights securely. Meanwhile, AKQA has developed The Generative Store, an AI-powered retail experience that adapts visuals and messaging in real time to individual consumers.
Beyond client services, Google’s AI has been integrated into WPP’s internal workflows, improving operations through automated data analysis, smarter resource allocation, and instant global insights. The partnership has also expanded WPP’s Creative Technology Apprenticeship Programme, with Google joining as a curriculum partner to train over 1,000 creative technologists by 2030.
Through this collaboration, both companies have tested and refined innovations within Google’s own marketing ecosystem before rolling them out to clients—ensuring that AI-driven solutions are validated and market-ready.
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.”
Thomas Kurian, CEO of Google Cloud, said, “Our expanded partnership with WPP is built on a shared vision to harness the power of generative and agentic AI to transform business outcomes. 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, 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.”
