IPG Mediabrands partners with Google Cloud to accelerate brand AI adoption

As the agency community wrestles with the wide-ranging implications of AI, more and more agencies are announcing deals with tech companies to support operational efficiencies and new capabilities.

IPG Mediabrands struck a deal with Google to speed up brands’ use of AI by using Google Cloud to develop applications that use generative AI to “codify the essence of a brand.”

IPG Mediabrands will incorporate Google’s generative AI tools with machine learning models that are available in Google Cloud, the Interpublic Group of Cos. media agency group announced today. Google has generative AI models that create text and images, and brands are starting to use these to assist in ad campaigns.

IPG Mediabrands’ plans for generative AI are an indication of where the ad world is headed, with generative AI helping to power advertising, iterate on varieties of ads and plan where to place ads.

Full story at AdAge.