WPP Media has announced the launch of Open Intelligence, a groundbreaking next-generation data solution and the advertising industry’s first Large Marketing Model (LMM). Designed to harness AI-driven predictive intelligence, Open Intelligence is set to revolutionize marketing performance by seamlessly connecting retail commerce data and premium media ecosystems to deliver enhanced relevance, precision, and measurable business outcomes.
Open Intelligence is built on an unprecedented scale of data, learning continuously from trillions of signals derived from audience behavior, commercial transactions, and event patterns across WPP’s extensive global network of over 350 partners in 75+ markets. Unlike traditional Large Language Models (LLMs), this Large Marketing Model is specifically trained to understand and predict audience engagement and marketing performance in real-time, empowering brands to reach up to 5 billion adults worldwide with precision and speed.
What is Open Intelligence?
At its heart, Open Intelligence represents a new approach to AI-driven marketing. Unlike traditional methods that rely heavily on identity-based data, this platform is trained on an expansive, diverse dataset comprising audience, behavioral, and event data from WPP’s network of over 350 partners across 75+ markets. This enables brands to reach up to 5 billion adults globally with unparalleled accuracy, speed, and relevance.
How It Works
Open Intelligence is the foundational Large Marketing Model for WPP Media, designed specifically for marketing intelligence. Similar to how Large Language Models generate insights from human language, the LMM analyzes real-time data on how people interact with content, brands, and products to predict audience behavior and marketing outcomes.
Clients can customize these AI models with their own first-party data, continuously refining audience segmentation, creative strategies, and media activation to maximize ROI and real-world impact.
Using platform-specific activation models, Open Intelligence transforms audience and performance data into targeting rules that work seamlessly across partners’ entire ecosystems—without data movement or dependence on individual IDs.
Its privacy-first design allows activation at scale across direct and programmatic inventory and interoperates with all major advertising technologies.
A New Marketing Paradigm: Intelligence Beyond Identity
WPP created Open Intelligence to address a key challenge in modern marketing: the underuse of available data. Traditional digital advertising depends heavily on identity data, but evolving consumer behaviors and privacy regulations limit this approach’s effectiveness.
Rather than expanding identity data, Open Intelligence combines it with multiple other data types to unlock deeper marketing insights. This multimodal, privacy-compliant methodology helps marketers better understand and predict audience behavior, extending the value of existing customer data while discovering new opportunities.
Built on WPP’s recent acquisition of InfoSum’s decentralized collaboration technology, Open Intelligence enables secure, federated learning—allowing marketers to train AI models without sharing or moving data, preserving consumer trust and competitive advantage.
Designed for Marketers, Built for Performance
Through Open Intelligence, clients can:
Develop proprietary AI models aligned with their business goals
Optimize audience segmentation, creative content, and media in real time
Enrich customer insights with global media and retail intelligence
Deliver personalized campaigns across channels while ensuring privacy compliance
Reach up to 5 billion consumers worldwide and maximize media efficiency and ROI
The platform also powers WPP Open, the group’s AI-enabled marketing system, enhancing everything from insights and campaign planning to activation and measurement.
Supported by Industry Leaders
Open Intelligence launches today with backing from leading partners, including:
Technology: FreeWheel, Google, Microsoft Advertising
Data & Measurement: Adelaide, Adstra, Circana, Experian, Lumen Research
Digital Platforms: Meta, Snap Inc., TikTok
These partners provide cloud infrastructure, access to high-velocity behavioral data, and consented intelligence across diverse datasets, enhancing Open Intelligence’s speed, scale, and precision.
Says Tom Braybrook, MD of Choreograph Australia & New Zealand:
“Open Intelligence represents a fundamental shift in how we think about what’s possible when it comes to data and marketing. For our Australian clients, we’ve seen rapid adoption of composable data architectures and a strong preference towards zero movement of data. Unlike traditional data matching and identity solutions, Open Intelligence enables marketers to secure insights across diverse datasets without moving or exposing the raw data, using InfoSum’s patented technology.
“I’m excited to be bringing this capability into the Australian market, collaborating with our global business to roll out WPP Media’s Open Intelligence platform for our local clients in Australia & New Zealand. Most importantly, Open Intelligence will enable brands to move beyond reactive strategies and optimise media, creative, and targeting by using AI to reveal hidden relationships in consumer behaviour.”
Open Intelligence will be rolled out to clients globally throughout 2025, expanding its capabilities across regions, channels, and use cases, advancing WPP’s vision of AI-native, privacy-first, and performance-driven marketing.
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