The platform introduces the industry’s first Large Marketing Model to drive smarter, faster, and more effective marketing decisions.
WPP Media has unveiled ‘Open Intelligence’, a next-generation data solution and the advertising industry’s first Large Marketing Model (LMM). Designed to harness the power of predictive insights, Open Intelligence aims to improve marketing performance and deliver stronger business outcomes in the AI era.
Built on trillions of real-time data signals from over 350 global partners across 75+ markets, Open Intelligence draws on audience, behavioral, and event data to help brands engage up to 5 billion adults worldwide with enhanced precision and speed.
What Sets the Large Marketing Model Apart?
Unlike traditional Large Language Models (LLMs), WPP’s LMM is tailored specifically for marketing. It analyzes how audiences interact with content, brands, platforms, and products-enabling it to predict behavior and optimize marketing strategy. Each client benefits from a custom-trained model that incorporates their unique data and objectives.
These models continuously refine audience segmentation, creative content development, and media activation, delivering improved ROI and real-world business impact. The system leverages platform-specific activation models, turning insights into actionable targeting strategies.
Privacy-First, Scalable, and Integrated
A key feature is its ‘privacy-by-default’ design, which supports large-scale activation across direct and programmatic channels without compromising data integrity or relying on single-user identifiers.
Fully integrated with WPP Open, the company’s AI-enabled marketing platform, Open Intelligence enables marketers to:
- Build and train bespoke models
- Enhance campaign personalisation
- Reduce spend inefficiencies
- Stay fully compliant with data regulations
Industry-Wide Collaboration
Launched in collaboration with partners such as FreeWheel, Google, Microsoft Advertising, Meta, Snap Inc., TikTok, Adelaide, Experian, and Lumen Research, the platform benefits from broad support to ensure global scalability and speed.
Open Intelligence will roll out to clients in phases throughout 2025, with expanded capabilities and partner integrations planned.
