WPP Media unveils ‘Open Intelligence,’ first ‘Large Marketing Model’ to revolutionize AI-driven advertising

WPP Media has launched Open Intelligence, the advertising industry’s first “Large Marketing Model” (LMM), an AI-driven data platform leveraging trillions of data signals to transform marketing performance through predictive intelligence beyond individual IDs

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

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This launch signals a significant leap forward in marketing technology, promising to transform campaign performance through advanced predictive intelligence.

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

The platform’s introduction comes less than a week after WPP rebranded its media arm, GroupM, to WPP Media, a move that reflects a strategic shift towards fully integrating AI and data capabilities across its comprehensive media services.

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

Distinguishing itself from traditional marketing models that often rely heavily on individual identity data, Open Intelligence utilizes an AI architecture inspired by large language models but uniquely tailored for marketing.

It analyzes diverse, real-time data sources—crucially including those not tied to individual IDs—to understand and predict audience behavior and marketing performance effectively.

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 is designed to address challenges posed by cookie deprecation and evolving privacy regulations, enabling brands to optimize their marketing mix across owned, earned, shared, and paid media without compromising user privacy.

Alex Steer, WPP’s global chief data officer, explained that the platform “translates” between disparate data points much like AI chatbots convert text to images.

This capability allows for the creation of bespoke client models that are further enhanced with first-party data and fine-tuned to specific business goals.

These sophisticated models continuously optimize marketing efforts to maximize return on investment (ROI) and real-world results.

Open Intelligence stands as a centerpiece of WPP Media’s AI-first strategy, a commitment underscored by over $400 million in annual AI investments and strategic partnerships with leading AI firms.

WPP 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’s rollout will occur in phases throughout 2025, allowing WPP to refine its 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 strategically positioned to establish new standards in AI-driven marketing performance.

By uniting media, data, and production capabilities through WPP Open—WPP’s overarching AI-enabled marketing system—Open Intelligence promises to deliver personalized, predictive marketing at unprecedented scale.

Its continuous learning feedback loop enables brands to adapt campaigns in real time, unlocking new growth opportunities in an increasingly complex and privacy-conscious digital landscape.

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As AI continues to reshape the marketing sphere, WPP Media’s Open Intelligence platform marks a bold and decisive step toward the future, offering advertisers a powerful new tool to navigate and thrive in the rapidly evolving AI era.

Peculiar Adirika