WPP Media Launches AI Identity Solution

WPP Media’s AI Solution: Open Intelligence

WPP Media has unveiled Open Intelligence, an AI identity solution aimed at transforming digital marketing through more precise, privacy-conscious targeting. The solution leverages a large marketing model to predict consumer behavior, offering clients a competitive edge in an increasingly crowded market.

The Technology Behind Open Intelligence

At the core of Open Intelligence is a sophisticated AI model designed to accurately represent consumer behavior. This model integrates data from consumer panels, retail media networks, and CTV providers, setting it apart from traditional large language models like ChatGPT. According to Evan Hanlon, CEO of WPP’s data business Choregraph, the AI model provides a comprehensive view of consumer trends, enabling more effective marketing strategies.

WPP Media plans to develop custom AI models tailored to each client’s needs, combining its foundational system with the client’s first-party data. These bespoke models will support planning and targeting efforts, utilizing both deterministic and probabilistic signals to minimize waste and maximize returns on digital marketing investments. Lauren Wetzel, CEO of InfoSum, emphasized the goal of providing every brand with a unique predictive model.

Competitive Landscape

WPP Media is not alone in the AI-powered marketing space. Competitors like Meta are also investing in AI tools to streamline ad campaign creation and execution. However, WPP’s focus on privacy-conscious targeting and client-specific models positions it strongly in the competitive landscape.

WPP’s Investment in AI

The development of Open Intelligence is part of WPP’s broader ₤300 million ($403 million) annual investment in AI technology. This initiative involved collaboration across WPP’s AI unit Satalia, InfoSum, and other tech partners like FreeWheel, TikTok, Meta, and Microsoft. Hanlon described the effort as a "Manhattan project," highlighting the scale and ambition of the project.

InfoSum played a significant role in the initiative even before its acquisition by WPP in April. Wetzel noted that the integration of InfoSum’s capabilities has been crucial in shaping the AI solution.

Early Results and Client Impact

Open Intelligence has already shown promising results. According to Hanlon, five of WPP Media’s clients have been using the solution on large-scale campaigns over the past year. One mobility brand reported a 60% decrease in cost per acquisition, while a telecoms client saw a 15% reduction. Although specific client names were not disclosed, these early successes suggest significant potential for the technology.

Looking Ahead

Open Intelligence reflects WPP Media’s commitment to a new data philosophy, aiming to future-proof its offerings against evolving privacy regulations. Hanlon expressed confidence that the solution will enable effective consumer segmentation and targeting, even if traditional audience identifiers disappear. "We are not going to be the last," Hanlon said, emphasizing WPP’s proactive approach to maintaining a competitive edge.

With its focus on precision, privacy, and customization, Open Intelligence is poised to set new standards in AI-driven marketing solutions.