WPP has launched a new AI-powered data platform, Open Intelligence, positioning it as the advertising industry’s first “Large Marketing Model” (LMM). The tool is designed to help marketers better predict audience behavior and campaign performance while maintaining a strong focus on user privacy.

Open Intelligence enables clients to build customized models that can analyze vast datasets, segment audiences more precisely, and optimize media buying strategies. The platform's AI capabilities also support real-time predictive signals, allowing marketers to fine-tune campaigns dynamically, reduce inefficient spending, and deliver personalized experiences to consumers.

A distinguishing feature of Open Intelligence is its privacy-first architecture. Rather than relying on identity-based tracking systems, the platform uses secure data clean room technology that allows companies to collaborate and extract insights without sharing customer data. This approach is enabled in part by WPP’s integration of InfoSum, a privacy-enhancing data company it acquired in 2023.

The launch comes at a time when the advertising ecosystem is undergoing significant transformation due to stricter privacy regulations and the decline of third-party cookies. WPP’s solution aims to provide brands with a competitive edge by offering actionable insights without compromising consumer trust.

Open Intelligence is being developed with support from several major technology and platform partners, including Google, Microsoft Advertising, Snap, TikTok, and Lumen Research. These collaborators are expected to help expand the platform’s capabilities and ensure it integrates effectively into existing advertising ecosystems.

According to WPP, the goal is to create a more intelligent, responsible, and performance-driven model of marketing that reflects the evolving demands of digital consumers. The new tool is part of WPP’s broader commitment to integrating artificial intelligence across its services. Earlier this year, WPP also rebranded its media division GroupM as WPP Media, emphasizing its transition into an AI-led media organization.

The launch of Open Intelligence marks a strategic milestone for WPP, as it doubles down on data, technology, and automation to redefine how brands engage with audiences in a privacy-conscious world.