WPP Media launches Open Intelligence AI tool to predict audience behavior beyond ID-based targeting

WPP Media Introduces Open Intelligence: An AI-Driven Approach Beyond ID-Based Targeting

On June 3, 2025, WPP Media launched Open Intelligence, a new AI-powered marketing model that moves beyond traditional ID-based audience targeting. This Large Marketing Model (LMM) aggregates data from 75 markets to predict audience behavior and market outcomes, reaching an estimated 5 billion people worldwide.

What Sets Open Intelligence Apart?

Unlike Large Language Models (LLMs) that generate content, Open Intelligence uses artificial intelligence to analyze how consumers interact with brands, products, and content. By combining various data points across geography, consumer behavior, and commercial factors, it provides marketers with actionable insights for audience engagement.

The tool allows users to build custom AI models enhanced with their own first-party data. These models identify patterns in audience signals, helping marketers make quicker, more informed decisions, reduce wasted spend, and activate campaigns across the entire funnel without relying on device or identity tracking.

Strategic Partnerships and Integration

At launch, Open Intelligence partnered with major industry players including FreeWheel, Google, Microsoft Advertising, Meta, Snap, TikTok, and others. These collaborations ensure seamless integration of AI models across multiple channels, offering marketers a unified approach to campaign planning and execution.

Context Within the Industry

This initiative aligns with WPP's recent rebranding of its media holdings from GroupM to WPP Media, emphasizing its commitment to AI integration.

Open Intelligence also addresses growing challenges marketers face due to the decline of third-party cookies and increased media fragmentation. As media mix modeling (MMM) gains renewed relevance for measuring campaign success, Open Intelligence provides an AI-enhanced alternative similar to Google’s Meridian platform introduced in 2024.

WPP’s Current Market Position

In Q1 2025, WPP reported revenues of $4.3 billion (£3.2 billion), down 5% year-over-year. While tariffs have not directly affected WPP, many clients are impacted, alongside broader economic concerns that may influence marketing budgets in the coming months.

What Marketers Should Know

• Open Intelligence offers a shift from ID-based targeting to a multi-dimensional data aggregation approach.
• Custom AI models enable marketers to leverage first-party data alongside broad market insights.
• The platform supports faster decision-making and more efficient media spend.
• Integration with leading tech partners means broader channel activation without dependency on cookies or IDs.

For marketing professionals interested in AI-driven tools and strategies, exploring training on AI applications in marketing can be valuable. Resources are available at Complete AI Training’s marketing certification to stay ahead in adopting these new technologies.