WPP launches AI-driven Open Intelligence to transform brand marketing with real-time data

WPP Launches AI-Driven ‘Large Marketing Model’ Open Intelligence to Enhance Brand Performance

WPP Media has introduced Open Intelligence, a “large marketing model” that it claims is a first of its kind. This AI system is trained on what WPP describes as the largest and most diverse dataset of audience, behavioural, and event data globally.

Open Intelligence operates similarly to large language models but focuses on predicting audience behaviour and marketing outcomes by analyzing real-time data on how people interact with content, brands, platforms, and products. The model processes trillions of signals from 350 partners across more than 75 markets.

How Open Intelligence Works

The model takes a multimodal and privacy-first approach, incorporating commercial, geographical, cultural, and behavioural signals. This method aims to move beyond the constraints of ID-only targeting. According to WPP, Open Intelligence can activate campaigns at scale across both direct and programmatic inventory, maintaining compatibility with major advertising technologies.

Its foundation builds on decentralised, multi-party collaboration technology from InfoSum, a company recently acquired by WPP.

Custom Marketing Models and Improved Efficiency

Open Intelligence allows brands to develop custom marketing models using their own first-party data aligned with specific business goals. It offers predictive insights that help marketers make faster decisions by continuously optimizing audience segmentation, creative strategies, and media buying.

Better audience targeting and media precision aim to reduce inefficiencies, making marketing efforts more effective.

Integration and Partnerships

This AI-powered tool will be integrated into WPP’s end-to-end media delivery platform, part of the broader WPP Open operating system. Key technology partners include Google, Microsoft Advertising, and Comcast’s FreeWheel. Data and measurement collaborations involve Experian, Circana, Adelaide, Lumen, and Adstra. Digital partners such as Snap and TikTok are also involved.

Open Intelligence is set to roll out in stages throughout 2025. Recently, WPP rebranded its trading division GroupM as WPP Media, positioning it as a fully AI-powered, integrated company. WPP has committed to investing £250 million annually in proprietary technology focused on AI and marketing innovation.

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