WPP, Google DeepMind Expand AI Partnership to Advance Creative Production
WPP has expanded its partnership with Google DeepMind to develop AI-powered creative production tools and showcased the technology at Cannes Lions 2026 through Duracell's global campaign.
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WPP announced a series of new AI initiatives with Google, including frontier research collaboration with Google DeepMind to develop AI-powered production solutions for brands and marketers.
The partnership was first announced publicly at the Cannes Lions International Festival of Creativity 2026, where WPP and Google DeepMind worked together on a creative challenge for Duracell’s newest global football campaign featuring the iconic Duracell Bunny.
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AI Innovation:
The objective of the project was to make the Duracell Bunny talk with lip-syncing in a number of languages, and to keep the look and feel of the character. To accomplish this, the teams built new AI capabilities that change the Bunny’s mouth movements and facial expressions for different languages and regional markets.
That technology, WPP said, could allow global brands to create locally relevant advertising at scale while keeping the creative consistency across markets.
WPP also pointed to its work at Cannes Lions 2026, where a number of its agencies won top awards, and its partnership with Google DeepMind.
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VML’s Lucky Fan Index for Wisla Krakow Football Club won the Creative Commerce Grand Prix and a Gold Lion in the Brand Experience & Activation category.
WPP agencies also took Gold Lions for Circus Grey’s SOS POS for BCP in Brand Experience & Activation, DAVID, Mindshare and WPP Production’s r/eal reviews for Dove Hair in Creative Strategy, and VML and Burson’s Oreo Cows campaign for Oreo in Brand Experience & Activation.
