Being announced at Google Cloud Next 2024 in Las Vegas, the AI-powered marketing operating system is already being used by 35,000 of its employees as well as brands including Nestlé, L’Oréal and FMCG giant Coca Cola.

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As part of the merger, the pair seeks to drive a step-change in marketing efficiency and effectiveness by combining the technology giants’ expertise in data analytics, Gen AI technology and cyber security with the creative agency’s end-to-end marketing capabilities.

The inaugural phase of the partnership is focusing on the development of the following four innovations including hyper-realistic product representation, AI narration, smarter content optimisation and enhances creativity.

Google Cloud, CEO, Thomas Kurian, said: “AI has the potential to unlock new levels of effectiveness for marketers, whether it is optimising campaigns, automating repetitive tasks like brand descriptions, or sparking entirely new ideas.

“This partnership brings the power of Google Cloud’s gen AI capabilities together with WPP’s deep marketing domain expertise to help our mutual customers create better campaigns that resonate with consumers in a deeper way.”

WPP CTO, Stephen Pretorius, added: ““This collaboration marks a pivotal moment in marketing innovation. Our integration of Gemini 1.5 Pro into WPP Open has significantly accelerated our Gen AI innovation and enables us to do things we could only dream of a few months ago.

“With Gemini models, we’re not only able to enhance traditional marketing tasks but also to integrate the end-to-end marketing process for continuous, adaptive optimisation. I believe this will be a game-changer for our clients and the marketing industry at large.”

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The strategic collaboration, which comes just a couple of weeks after consumer goods giant Reckitt Benckiser entered into a deal with Google Cloud, represents another major coup for Google. Nokia will shift its data centres, servers, and some software applications around the world onto the Cloud infrastructure.

Nokia hopes the agreement will drive meaningful operational efficiencies and cost savings through the reduction in real estate footprint, hardware energy consumption, and hardware capacity purchasing needs.

“Nokia is on a digital transformation path that is about fundamentally changing how we operate and do business. This is crucial for how our employees collaborate so that we continue to raise the bar on meeting the needs of our customers,” said Ravi Parmasad, Vice President of Global IT Infrastructure at Nokia. “We are very pleased that Google Cloud, with its engineering and operational excellence, is joining our transformation work to help us deliver on the many goals we have set. Given Nokia’s digital ambitions and plans, this is an ideal time for Nokia to be taking this step with Google Cloud to accelerate our efforts; and doing all of this in a secure and scalable way.”

Rob Enslin, President of Google Cloud, added: “We are excited to help Nokia revamp its IT infrastructure with our backbone network and our approach to data security, using advanced software-defined networking. We look forward to providing the full menu of our capabilities to help Nokia deliver on its cloud-first strategy and reach its performance requirements.”

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As part of RB’s multi-year digital transformation, Google Cloud will unify the company’s data to enable the building of capabilities around customer identification, journeys, and behaviours. The partnership is also aimed at enabling RB to manage data and analytics, measurement and attribution, and automated martech activation across all of its channels.

“In our journey to create a cleaner, healthier world, this close collaboration with Google Cloud is a very important milestone for our brands. Only by utilising data will we be able to better serve consumers and shoppers and create meaningful experiences for them,” said Fabrice Beaulieu, EVP Group Marketing Excellence & EVP Category Development Organisation Hygiene at RB.

Once the pair have worked together to digitise RB’s data in Google Cloud, RB will use Google’s machine learning capabilities, as well as its own machine learning models, to help it to evaluate ROI and better plan its future campaigns. RB is currently testing use cases in the UK, US, Brazil, and India.

“We hear every day that data is the new fuel for enabling business growth. However, in today’s digital world, where billions of data points are created every second, finding the right solution for your business can be more complex than anticipated,” said Saqib Mehmood, SVP Digital Transformation & CIO Hygiene at RB.

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Neuron, part of the ‘Digital Vodafone’ transformation programme, will enable Vodafone to use real-time data analytics to gain insights into its business. It will then use those insights to create new and enhance existing products and services for customers.

Vodafone will migrate its global data into Google’s Cloud, aggregating disparate data into one ‘data ocean’ which can power the company’s business intelligence globally. Neuron is currently in the process of being rolled out to 11 countries.

“Neuron serves as the foundation for Vodafone’s data ocean and the brains of our business as we transform ourselves into a digital tech company,” said Simon Harris, group head of big data delivery at Vodafone. “Not only will we be able to gain real-time analytics capabilities across Vodafone products and services, it will also allow us to arrive at insights faster, which can then be used to offer more personalized product offerings to customers and to raise the bar on service.”

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