WPP buys into specialist GenAI firm in innovation drive

WPP is aiming to boost its “brand storytelling” by investing in GenAI specialist Stability AI, which, it is claimed, alongside group’s annual £300m spend on AI and technology, will ensure the agency and its clients “remain at the forefront of this new era of innovation”.

Founded in 2019, Stability AI is already backed by prominent investors such as Greycroft, Coatue Management, Lightspeed Venture Partners, Sound Ventures, Sean Parker, Eric Schmidt and Prem Akkaraju.

Board members include Academy Award-winning filmmaker James Cameron, while former Facebook president turned entrepreneur Sean Parker serves as executive chairman and Prem Akkaraju serves as CEO.

Through the partnership, WPP will leverage Stability AI’s open visual media models across image, video, 3D, and audio.

In turn, WPP’s real-world applications and market insights will help drive the continued development of Stability AI’s transformative technology and creator-centric approach.

By establishing a joint R&D pipeline, WPP will gain access to Stability AI’s models and workflows, integrated directly within the AI-driven operating system WPP Open to explore new ways to ideate, perform concept testing, and develop new solutions.

The partnership is aimed at equipping both companies with tools and insights to meet client demand, building on WPP’s existing commitment to high-quality production seen in recent campaigns such as Super Bowl commercials featuring Beyoncé, Kate McKinnon, Michael Cera, Billy Crystal and Meg Ryan.

As part of the collaboration, WPP and Stability AI will also work on bringing their talent pools closer together, strengthening WPP’s in-house production and studio facilities and capabilities.

WPP chief technology officer Stephan Pretorius said: “We are thrilled to partner with Stability AI and harness their groundbreaking generative AI technology to drive innovation in marketing and advertising. This collaboration is unique in its focus on the visual media industry, and we are inspired by the Stability AI team’s vision for the role of generative AI in entertainment and how it can augment the creative process.”

Stability AI chief executive Prem Akkaraju added: “WPP is the platinum standard in marketing and advertising, making this a pivotal partnership for Stability AI. Not only will this partnership accelerate the adoption we’re already seeing, but it’ll also enhance our ability to develop products customised for creative professionals’ unique needs.

“We’ve spent years building the foundation for enterprise-grade creative tools, ensuring they are responsible, scalable, and ready for real-world applications. Now is the time to bring our models and workflows to even more brands globally.”