WPP Media has launched Open Intelligence, billed as the industry’s first large marketing model trained on commercial, geographic, cultural, and behavioral data to improve marketing performance.
The media arm of WPP says Open Intelligence is a different approach to using AI to drive business growth.
The model learns continuously from trillions of signals across more than 350 partners in more than 75 markets to help brands reach up to 5 billion adults globally, with relevance, speed, and precision.
The AI has been trained to understand and predict audience behaviour and marketing performance based on patterns derived from real-time data about how people engage with content, brands, platforms, and products.
Tom Braybrook, MD of Choreograph Australia & New Zealand, said Open Intelligence represents a fundamental shift in how we think about what’s possible when it comes to data and marketing.
“For our Australian clients, we’ve seen rapid adoption of composable data architectures and a strong preference towards zero movement of data,” Braybrook said.
“Unlike traditional data matching and identity solutions, Open Intelligence enables marketers to secure insights across diverse datasets without moving or exposing the raw data, using InfoSum’s patented technology.”
Partners include Google, TikTok, Snap, Lumen Research, FreeWheel.
“This expanded Open Intelligence collaboration with WPP Media, powered by Google Cloud's Spanner Graph, is a significant advancement in AI-driven marketing,” said Paul Limbrey VP, Global Client & Agency Solutions at Google
“We anticipate this collaboration will deliver enhanced client outcomes and measurable value on Google's Ad platforms”
Ajit Mohan, chief business officer at Snap, said Open Intelligence will empower shared clients with deeper, privacy-preserving insights into audience behaviour.
“This collaboration means even smarter targeting and more effective campaigns that deliver real value for brands looking to connect with Snapchat's unique community."
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