WPP Media has introduced Open Intelligence, a cutting-edge data solution powered by what it claims is the industry’s first Large Marketing Model (LMM). This platform aims to help brands enhance marketing performance and drive real business outcomes through predictive, AI-powered intelligence.
Built on trillions of signals from over 350 partners across 75+ markets, Open Intelligence processes diverse data — audience behavior, cultural trends, commercial activity — to help brands reach up to 5 billion adults worldwide with greater relevance and precision.
Unlike traditional models, WPP’s LMM is designed specifically for marketing. It allows brands to build custom AI models using their first-party data, enabling smarter segmentation, creative strategy, and media buying — all tuned to specific goals and markets.
Google Cloud’s Paul Limbrey called the collaboration a “significant advancement” that will deliver measurable value across Google’s ad platforms.
Key features include:
Importantly, Open Intelligence is privacy-conscious, operating without reliance on individual identifiers, thus aligning with evolving data regulations.
In a rapidly evolving ad landscape, this move underscores WPP’s focus on future-proof, AI-first marketing solutions.
