Stagwell and Palantir set broader rollout for AI marketing platform
Stagwell is moving its new AI marketing platform from select clients to a broader, opt-in rollout across its network in the coming months. The system blends Stagwell's marketing and data stack with Palantir's analytics infrastructure, with early access already flowing through Assembly.
The goal is straightforward: help large enterprises sift through tens of millions of records to identify, segment, and act on high-value audiences-then measure what actually moves the needle.
What's new and why it matters
- Scale and speed: Built for large, complex teams to collaborate and run programs at scale-and adjust in near real time.
- Self-serve control: Clients can manage and optimize campaigns directly using their own marketing data.
- Privacy by design: Stagwell cites differential privacy to protect sensitive data while enabling usable insights.
- Standalone offering: The platform-reportedly called the Audience Creative and Optimization System-will be sold independently, with leadership projecting meaningful revenue potential.
- Beyond marketing: Stagwell suggests the same backbone could extend to supply chain analysis and regionalization problems.
How it works (at a high level)
Palantir's infrastructure pulls together siloed data and makes it operable for targeting, creative decisioning, forecasting, and measurement. Teams can run segmentation across tens of millions of rows, push audiences to media, and iterate on performance without starting from scratch each time.
Differential privacy techniques add noise to data so individual records stay protected while trends remain usable. For marketers, that means stronger audience math without exposing personal data.
Expect deeper integrations across planning, activation, and analytics, plus governance guardrails to keep enterprise data compliant.
Timing, access, and traction
The platform has been in-market with select clients via Assembly. A broader, opt-in rollout is planned over the coming months across Stagwell's network.
Context: Stagwell reported Q3 2025 net revenue of $615 million, up 6% year over year. Net new business totaled $122 million for the quarter and $472 million over the last 12 months-momentum the company believes this platform can build on.
Competitive context
Large holding companies are racing to formalize AI-led marketing stacks-WPP and Publicis among them. Stagwell's edge could be its partnership with Palantir, which focuses on unifying an organization's data, analytics, and operations at the foundation level and has inked partnerships across sectors, including government and consulting.
What marketers should do now
- Audit your data: Inventory what lives where. Prioritize CRM, transaction, site/app, and media exposure logs for onboarding.
- Define 2-3 high-impact use cases: Think audience reactivation, high-LTV lookalikes, churn prevention, or regional mix planning.
- Set privacy and governance rules early: Align legal, security, and marketing ops on PII handling, retention, and access controls.
- Tighten measurement: Agree on a primary KPI, holdout design, and a consistent modeling approach before rollout.
- Run a contained pilot: One market, one product line, one channel mix. Prove impact, then scale.
- Train the team: Plan enablement for analysts, media planners, and creative partners so workflows actually stick.
Helpful reads: Learn more about Palantir's data platform here. If you need a primer on differential privacy, this overview from NIST is a solid start here.
Upskill your team: If you're formalizing AI skills for marketing, explore this practical certification for specialists AI Certification for Marketing Specialists.
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