WPP Media has launched Open Intelligence, a next-gen solution and Large Marketing Model that is built to drive real business outcomes and fuel faster, smarter marketing performance for the AI era.
Open Intelligence has been trained to understand and predict audience behaviour and marketing performance based on patterns derived from real-time data about how people engage with content, brands, platforms, and products.
It’s model learns continuously from trillions of signals across more than 350 partners in over 75 markets to help brands reach up to 5 billion adults globally, with relevance, speed, and precision.
Open Intelligence provides an alternative to increasingly limited ID-based targeting, unlocking Intelligence Beyond Identity for its clients: a multimodal, privacy-by-default approach that uses real-world commercial, geographic, cultural, and behavioural signals – as well as identity data – to find and engage high-intent audiences.
For marketers, benefits of the custom AI models that allows clients to train bespoke marketing models with their own first-party data to cater to their unique goals, audiences, and markets, predictive intelligence that helps brands move from reactive to real-time, better audience segmentation and media precision that reduces spend inefficiencies and always-on optimisation improves campaign performance over time.
Additional benefits include models that inform seamless activation across every channel and platform and Open Intelligence’s integration into its end-to-end media delivery platform inside WPP Open, that ensures all tools, teams, and workflows are powered by AI.
The launch of Open Intelligence is also support by technology, data and measurement, and digital platform partners such as Google, Microsoft Advertising, FreeWheel, Experian, Circana, Adelaide, Lumen Research, Adstra, Snap Inc. and TikTok.
Tom Braybrook
Tom Braybrook, MD of Choreograph Australia & New Zealand, said: “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.”