New Delhi: WPP and Google Cloud have expanded their AI partnership with a new frontier research initiative focused on developing tools for marketing, creative production and audience intelligence.
The initiative builds on the companies’ cloud and AI partnership announced in late 2025 and brings together teams across Google to develop AI applications spanning consumer insights, content creation, media planning and campaign measurement. The research will be integrated into WPP’s creative and media workflows.
Among the projects highlighted under the collaboration is a generative media solution developed with Google DeepMind for Duracell’s global football campaign. The technology enabled the Duracell Bunny’s lip movements and facial expressions to be adapted across multiple languages while maintaining visual consistency.
The companies have also developed AI-powered marketing intelligence tools using AlphaEvolve, Google’s Gemini-based agentic framework. According to WPP, the technology improved prediction accuracy by up to 10% and recommendation scores by 7% within its marketing intelligence systems, compared with existing baselines.
The partnership also includes new capabilities within WPP Open that combine real-time environmental information, including weather, air quality and neighbourhood movement data, with population-level insights to support audience intelligence, media planning and personalised creative.
In addition, WPP and Google Cloud have jointly developed the Cultural Intelligence Engine, a multimodal AI system designed to identify emerging cultural trends by analysing public content across 50 cities and 50 categories. The platform is intended to help brands identify developing cultural signals and translate them into creative opportunities.
Marco Montanaro, Marketing Director, Duracell, said, “At Duracell, we’re always looking for partners who share our appetite for pushing the boundaries of creativity. This collaboration with WPP and Google DeepMind delivered exactly that. It was a pioneering approach that allowed our Bunny to engage authentically across languages and markets during a major sporting moment. Innovation wasn’t just part of this project, it was the common thread from start to finish.”
Giuliana Coli, VP, Strategic Partnerships, WPP, said, “We believe the next phase of AI-driven creativity will be defined by by placing the human creative at the centre of the process. By collaborating with Google on frontier research to embed directly into our creative and media processes, we’re giving our people and our clients capabilities a distinct competitive advantage in the industry.”
Eleni Shaw, Principal Lead, Google DeepMind, said, “Working with WPP gives us something rare – The ability to see frontier research meet real creative challenges for our partners. That feedback loop between research and application is what accelerates both sides.”