WPP Media Launches AI driven data platform - Open Intelligence

WPP Media Launches Open Intelligence: Industry’s First ‘Large Marketing Model’ Powered by AI

WPP Media, the newly rebranded global media arm of WPP, has just announced the launch of Open Intelligence, its groundbreaking AI-driven data platform and the advertising industry’s first “Large Marketing Model” (LMM) today June 3 2025.

Designed to transform marketing performance through predictive intelligence, Open Intelligence leverages trillions of data signals from over 350 global partners to optimize audience targeting, creative development, and media activation in real time.

The launch comes less than a week after WPP rebranded its media arm GroupM to WPP Media, reflecting a strategic shift to fully integrate AI and data capabilities across its media services.

Brian Lesser, CEO of WPP Media, said the platform will help clients “stay ahead of rapidly changing consumer behavior and unlock the limitless opportunities for growth that AI will create”

Unlike traditional marketing models that rely heavily on individual identity data, Open Intelligence uses an AI architecture inspired by large language models but tailored for marketing; it analyzes diverse, real-time data sources—including those not tied to individual IDs—to understand and predict audience behavior and marketing performance; this “intelligence beyond ID” approach addresses challenges from cookie deprecation and privacy regulations, enabling brands to optimize their marketing mix across owned, earned, shared, and paid media without compromising privacy.

WPP’s global chief data officer, Alex Steer, explained that the platform “translates” between disparate data points much like AI chatbots convert text to images, creating bespoke client models enhanced with first-party data and fine-tuned to specific business goals. These models continuously optimize marketing efforts to maximize ROI and real-world results.

Open Intelligence is a centerpiece of WPP Media’s AI-first strategy, backed by over $400 million in annual AI investments and partnerships with leading AI firms. CEO Mark Read highlighted that the platform embodies a “revolutionary shift” in media, reflecting “the power of AI, data, and technology, and simpler, more integrated solutions”

The platform will be rolled out in phases throughout 2025, allowing WPP to refine capabilities and expand partner integrations globally. With WPP Media managing more than $60 billion in annual media investment and serving over 75% of the world’s top advertisers, Open Intelligence is positioned to set new standards in AI-driven marketing performance.

By uniting media, data, and production capabilities through WPP Open—WPP’s AI-enabled marketing system—Open Intelligence promises to deliver personalized, predictive marketing at scale. Its continuous learning feedback loop enables brands to adapt campaigns in real time, unlocking growth opportunities in an increasingly complex and privacy-conscious digital landscape.

As AI reshapes marketing, WPP Media’s Open Intelligence platform marks a bold step toward the future, offering advertisers a powerful tool to navigate and thrive in the AI era.