WPP acquires Satalia, names Hulme Chief AI Officer
WPP has acquired enterprise solutions provider Satalia, which uses machine learning and optimization to improve operational efficiency at companies, and also named Daniel Hulme, Satalia CEO and founder as Chief AI Officer.
As AI chief, Hulme is tasked with shaping WPP’s artificial intelligence strategy, including research and development, ethics, partnerships, talent and products. The deal is part of an accelerated M&A strategy at WPP that’s centred on building out specialties in areas like commerce and technology.
U.K.-based Satalia, which employs more than 80 people across Europe, is integrating with Wunderman Thompson Commerce as the consultancy looks to strengthen its technology offer, working alongside Chief Technology Officer Stephan Pretorius.
The Satalia buy supports Wunderman Thompson Commerce’s internal operations while also bringing on a new executive who will oversee broader AI initiatives at the world’s largest ad holding group. The unit will act as “a hub of AI expertise” for all WPP shops, the announcement said.
Founded in 2008, Satalia is predominantly known in the U.K. and has worked with clients including Unilever, Tesco and PwC. Along with offering consultative services, it has built AI products like Satalia Workforce and Satalia Delivery. The former automates and optimizes the allocation of employees while the latter is focused on supply chain logistics, such as planning delivery routes and scheduling fleets. Satalia previously helped Tesco, the British grocer, iron out its last-mile delivery solution.
Pairing Satalia with Wunderman Thompson Commerce comes as marketers, particularly retailers and packaged goods brands, shift more of their business online due to the coronavirus pandemic. E-commerce carries high expectations around the customer experience but is also a frequently embattled channel with a lot of moving parts. Supply chain disruptions have loomed large over the past year and are expected to intensify with the busy holiday period in the months ahead.
RECOMMENDED ARTICLES
Comment
No comments found.