WPP invests in Stability AI to drive brand storytelling

WPP has invested in Stability AI, the developer of Stable Diffusion, a generative AI platform for image generation. This investment is expected to provide WPP with an ability to deliver advanced AI-driven content solutions to its entertainment channel clients across streaming, interactive experiences, and immersive storytelling. The value of the transaction has not been disclosed.

With this transaction, WPP will be able to leverage Stability AI’s open visual media models across image, video, 3D, and audio to craft compelling brand narratives. In turn, WPP’s real-world applications and market insights will help drive the development of Stability AI’s technology and creator-centric approach.

Stephan Pretorius, chief technology officer, WPP, said, “We are thrilled to partner with Stability AI and harness its generative AI technology to drive innovation in marketing and advertising. This collaboration focuses on the visual media industry. Stability AI’s generative AI will play a major role in entertainment industry by augmenting the creative process.”

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

Mark Read, CEO, WPP, said, “The advertising landscape is evolving quickly, and AI is at the heart of that evolution. Our investment in Stability AI, alongside our increased annual investment of $387 million (£300 million) in AI and technology through WPP Open, ensures WPP and our clients remain at the forefront of this new era of innovation.”

Stability AI is backed by investors such as Greycroft, Coatue Management, Lightspeed Venture Partners, Sound Ventures, Sean Parker, Eric Schmidt, and Prem Akkaraju. Stability AI’s leadership team includes the Academy award-winning filmmaker James Cameron as its board member, the entrepreneur, philanthropist, and former president of Facebook Sean Parker as executive chairman, and Prem Akkaraju as its CEO. This new leadership team was instated by Stability AI in June last year.

The demand for high-grade production has been growing rapidly driven by rising consumer expectations for visual content and the increasing need felt by brands of differentiation. By establishing a joint R&D pipeline, WPP will gain access to Stability AI’s models and workflows integrated with WPP Open, the agency’s AI-driven operating system, to explore new ways to ideate, perform concept testing, and develop solutions for visual media and entertainment.

Prem Akkaraju, CEO, Stability AI, said, “WPP is the platinum standard in marketing and advertising. We’ve spent years building the foundation for enterprise-grade creative tools, ensuring they are responsible, scalable, and ready for real-world applications. This partnership will accelerate their adoption and enhance our ability to develop products for creative professionals. Now is the time to bring our models and workflows to even more brands globally.”

WPP showcased its creative campaigns collaborating with various global brands at the recently concluded Super Bowl event. Some of its commercials featured top celebrities such as Beyoncé, Kate McKinnon, Michael Cera, Billy Crystal and Meg Ryan.