GRUP MEDIAPRO has announced an expansion of its collaboration with Google Cloud.
Under the agreement, GRUP MEDIAPRO will launch a creativity laboratory, aiming to develop a range of generative AI-driven solutions including a specialised image and video generation platform, Creative Suite. The partnership, announced at ISE 2025, builds on achievements under the existing collaboration, which began with several proofs of concept in 2023 and has led to the creation of a number of generative image and video creation innovations as well as personalised assistants for the media and entertainment industry.

Comprised of specialists from its AI innovation centre, the GRUP MEDIAPRO team will work with Google Cloud experts to leverage their knowledge and experience. The laboratory’s first development, Creative Suite, aims to provide a secure environment for the creation of generative videos and images, providing users with access to advanced functionalities without the need for technical knowledge.
The collaboration also aims to enable experiments with Gemini models to generate user-defined assistants personalised to meet the specific needs of creators, providing them with the ability to work in a more efficient and agile way. The multimodal capabilities of the Gemini models will also be explored, multiplying the value of content through automated tagging to allow such functions as intelligent archiving or summary and highlight generation.