London-based global marketing giant WPP has launched WPP Open Pro, a new edition of its flagship AI marketing platform, WPP Open, aimed at attracting “brands of all sizes” and helping them to plan, create and publish campaigns independently. The product stems from the Gemini-powered AI platform WPP built with Google — a relationship that has been extended by five years and includes a $400 million WPP spending commitment. The spend will drive WPP’s mission to expand the use of AI in its services and technologies. “This partnership will empower WPP clients with groundbreaking AI solutions, transforming how they connect with audiences and achieve business goals,” according to WPP.

A news post lists use cases including design agency AKQA’s use of AI to personalize The Generative Store, which “dynamically” personalizes product visuals and messaging with Google Cloud’s Vertex AI.” Another, WPP Media’s Open Intelligence AI data solution, is also powered by Google DeepMind models.

“Beyond client-facing solutions, Google AI is also set to transform WPP’s internal operations,” WPP says, noting that advanced Google AI is being integrated into the company’s workflows for things like automated data analysis, intelligent resource allocation, and instant access to global insights.

The Drum writes that the new Google deal marks “one of the holding company’s first major strategic moves under its new CEO Cindy Rose,” who joined the company in September from Microsoft, where she was most recently COO global enterprise.

“The collaboration will also see Google become a key curriculum partner in WPP’s creative technology apprenticeship program, which plans to train more than 1,000 early-career specialists by 2030,” The Drum adds, noting that “WPP said the partnership is designed to enable brands to create campaigns ‘in days, not months.’”

As for WPP Open Pro, Rose says it puts AI “directly into the hands of a much wider array of brands and businesses. This is about transforming how marketing is delivered, expanding our total addressable market, and giving more brands the tools they need to lead in the AI era.”

Adweek calls WPP Open Pro a “vertical and horizontal” push for WPP Open. With Open Pro, clients “can craft campaign strategies with the help of AI agents that pull from a well of proprietary WPP data, partner data, and broader industry insights.”