IPG Mediabrands is announcing an AI-led initiative in collaboration with Google Canada.

As part of their extended partnership, IPG Mediabrands and Google’s data science teams will collaborate to develop and implement AI beta projects for select clients in IPG Mediabrands’ Canadian portfolio, including customized programs that drive campaign efficiency and find new uses of Google’s data and platform.

IPG Mediabrands says that two projects using predictive AI are already underway. The first focuses on predicting the increase in video custom bidding models. This type of bid model could enable AI-driven optimization for specific campaigns, which could increase bidding on the most relevant video inventory and maximize video ad ROI in the future, according to the agency. Meanwhile, the second project is a generative AI workflow assistant that identifies trends and recommends creative strategies for a brand.

Bringing together AI resources on custom-client projects will also fuel enhancements and inform the platform’s future state, according to Google.

This AI beta program is an evolution of the long-standing partnership between IPG Mediabrands and Google in Canada, said Christy MacLeod, chief data and solutions officer at Kinesso, who will lead the projects for IPG Mediabrands in the country.

Kinesso Canada, IPG Mediabrands’ performance marketing arm, is also working with Amazon Ads and Amazon Marketing Cloud to optimize campaigns with first-party data in a privacy-safe cloud-based clean room. The partnership seeks to solve challenges that arise in strategic planning for brands without B2C sites, as there can be a disconnect between customer and purchase data.