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 persona…