Two weeks after its global rebranding of GroupM to WPP Media, the bespoke London-based marketing behemoth is launching Open Intelligence, an “AI identity solution” that WPP says will better target viewers with privacy-conscious solutions that more effectively message on behalf of its clients. Built around what WPP calls “the industry’s first Large Marketing Model,” Open Intelligence is “trained on the world’s largest and most diverse set of audience, behavioral, and event data,” culled from WPP’s decentralized partnership network. “Our model learns continuously from trillions of signals across more than 350 partners in over 75 markets,” the company claims.

“While similar in nature to large language models, LMMs are intended to predict audience behavior and market performance rather than generate content,” Marketing Dive reports, explaining that “Open Intelligence applies AI to data on how consumers engage with brands, products, content and other touchpoints so it can deliver insights to marketers.”

The end result can “help brands reach up to 5 billion adults globally, with relevance, speed, and precision,” according to WPP, which calls it “smarter marketing performance for the AI era.”

DigiDay quotes Evan Hanlon, CEO of WPP data business Choreograph, suggesting that Open Intelligence provides “an accurate representation of the world that helps us predict consumer behavior.”

DigiDay believes the LMM’s training — on “data drawn from consumer panels, retail media networks and CTV providers, rather than the Reddit posts behind large language models like ChatGPT” — provides a leg up.

Using Open Intelligence as its foundation model, WPP Media plans to create customized AI platforms for each client by fine-tuning with their first-party data. The goal is “every brand having a predictive model built exclusively for them,” Lauren Wetzel, head of WPP’s InfoSum data collaboration company, says in DigiDay.

Open Intelligence has its own marketing paradigm, Intelligence Beyond Identity, “a multimodal approach to data-driven marketing that uses identity data to ensure we understand who we are reaching with our campaigns but goes much further,” WPP Media explains in an announcement. “By training AI models against multiple dimensions of data, we find we are able to understand and predict audience behavior more accurately, without jeopardizing consumer privacy or information security.”

Late last month, WPP rebranded GroupM, which Variety called “one of Madison Avenue’s most influential names,” folding its operations into the new WPP Media, where Mindshare, Wavemaker and EssenceMediacom “are expected to continue ‘as brands within WPP Media.’”

GroupM Chief Brian Lesser continues as CEO of WPP Media, DigiDay reports in an analysis of the restructuring.

Related:
WPP Touts AI Investments in New B2B Campaign, Adweek, 5/28/25
WPP Media Unveils ‘Open Intelligence For Retail,’ Names Data Partners, MediaPost, 6/5/25
AI-Driven Ad Model from WPP Could Rebalance Audio’s Undervalued Role, Inside Radio, 6/4/25
WPP’s Mark Read Says AI Will Upend the Advertising Workforce, Adweek, 6/4/25