AI Briefing: Cloud giants’ AI ambitions create new partnerships — and new competitive concerns

It’s spring, and the cloud giants are raining heavily on the gardens of AI.

Last week, Google’s annual Cloud Next event was replete with AI-related updates ranging from content creation and personalization to new features for enterprise adoption. However, the tech giant also announced new partnerships for its ecosystem with startups like Lytics and Pantheon, which will help marketers use generative AI to create personalized campaigns without third-party cookies. Google Cloud also announced a new partnership with Circana, which will help with data assets for media buying through Google’s BigQuery platform.

Google touted expanded partnerships with agency holding companies including Stagwell and WPP. With Stagwell, Google Cloud will power a new data clean room from Stagwell Marketing Cloud. Google Cloud will also power WPP’s generative AI platform via the newly announced AI model Gemini 1.5 Pro. However, overall, Google’s keynote wasn’t all that focusing on advertising.

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