WPP Expands AI Capabilities with Launch of Open Intelligence
Combining generative AI, deep data integration, and campaign automation, WPP’s new platform promises to redefine how agencies create, test and scale marketing content globally.
WPP has deepened its commitment to artificial intelligence with the launch of Open Intelligence, a pioneering data platform described as the advertising industry’s first “large marketing model.” The new service is set to redefine how brands harness data and AI to improve marketing strategies and campaign effectiveness.
Open Intelligence enhances WPP’s existing proprietary data and planning platform, Open, which is the company’s AI-powered marketing operating system. Designed to centralise data, streamline workflows and boost creative output across its global network, Open integrates in-house tools such as Brand Brain™ and draws on partnerships with leading technology providers including Google, Microsoft and IBM.
The Open Intelligence platform acts as a comprehensive AI operating system, enabling the generation of campaign content—spanning video, imagery and audio—at scale. By combining large language models with WPP’s proprietary technologies, it supports the delivery of highly personalised and efficient marketing solutions.
Key features include:
· Unspoken Truths: Detects subtle, often overlooked perceptions linked to particular concepts, offering richer insights to inform campaign development.
· Shower Thoughts: Rapidly generates a range of creative ideas to support and accelerate the ideation process.
· Brains: Simulates synthetic focus groups based on real-world audience data to test and refine campaign concepts.
Currently, around half of WPP’s 96,000 employees are using the Open platform, enabling the agency to deliver more targeted and data-led marketing. While the rise of AI inevitably raises questions about job automation, WPP continues to stress the enduring importance of human creativity and strategic thinking in the development of complex, global campaigns.
As digital advertising continues to evolve, WPP’s deployment of Open Intelligence ensures the company is well positioned to meet the changing needs of clients and sustain long-term growth.
