IPG Mediabrands, a leading global advertising agency, has partnered with Google Cloud to develop AI-powered brand solutions. This collaboration aims to create a suite of generative artificial intelligence applications specifically designed for brands.
Under this partnership, IPG Mediabrands will develop two pilot platforms: BrandVoice AI and BrandPortrait AI. BrandVoice AI will utilize Google Cloud’s state-of-the-art generative AI technology to codify the essence of brands, enabling the automated generation of written and image-based content in a safe and on-brand manner. This platform will revolutionize the content creation process by automating ideation, briefing, and drafting, while ensuring brand compliance.
The second pilot platform, BrandPortrait AI, will leverage Google’s advanced conversational capabilities to provide IPG Mediabrands strategists and planners with the ability to generate and summarize proprietary research and audience data. This AI-powered solution will empower the agency’s team to make data-driven decisions and gain valuable insights for effective audience targeting and campaign planning.
All content generated by these AI pilot platforms will be subject to brand approval before utilization, ensuring that the final output aligns with the clients’ vision and requirements. IPG Mediabrands has been investing in AI-based solutions for nearly four years and recognizes the potential of AI to enhance its capabilities and augment human expertise.
The agency’s Data and Technology Innovation department has already explored generative AI technologies in the past, developing applications and prototypes for ad copy generation, imagery creation, reporting insights, and SEO content. IPG Mediabrands has witnessed success in utilizing AI, and now, by partnering with Google Cloud and its powerful Vertex AI platform, particularly the PaLM 2 language model, they aim to take their AI solutions to the next level.
Eileen Kiernan, the global CEO of IPG Mediabrands, expressed enthusiasm about this partnership and highlighted the company’s alignment with Google’s responsible approach to data governance, ensuring the protection of client information. She believes that placing brands at the center of AI solutions will unlock the true potential of this technology for both brands and the industry as a whole.
Manvinder Singh, the managing director of partnerships at Google Cloud, emphasized the transformative potential of IPG Mediabrands’ AI-based platform in empowering brands. He acknowledged that the ability to create engaging content aligned with brand values, quickly and effectively, can result in cost savings and deeper customer connections.
By combining IPG Mediabrands’ expertise in AI-based solutions and Google Cloud’s innovative technologies, this partnership aims to revolutionize the brand experience by leveraging the power of AI in content generation and audience insights. The possibilities for enhanced brand engagement and targeted marketing are vast, and both companies are excited to explore and unlock the full potential of AI for brands and the advertising industry.
