WPP Launches Open Intelligence: Marketing’s New AI Power Shift

By The Malketeer

Global advertising powerhouse WPP has unveiled Open Intelligence, a next-generation data solution powered by the world’s first Large Marketing Model (LMM) — a marketing-specific AI engine built to revolutionise how brands forecast performance, engage audiences, and deliver measurable results.

This bold move addresses mounting challenges in identity-based targeting, regulatory shifts, and diminishing media efficiency.

It introduces a future-ready paradigm: Intelligence Beyond Identity.

“This is a tectonic shift away from IDs that have restricted our industry for years,” said Matt Bennathan, Chief Commercial Officer of Lumen Research.

AI Built for Marketing

Unlike traditional models, Open Intelligence is trained on trillions of behavioural, cultural, and geographic signals sourced from over 350 partners across more than 75 markets.

Inspired by how Large Language Models process human input, WPP’s LMM analyses real-world data on content engagement, brand interaction, and purchase behaviour to optimise marketing performance.

It is a privacy-by-default, federated solution that enables campaign activation and optimisation without ever moving or sharing data.

This is enabled by WPP’s recent acquisition of InfoSum, known for secure, decentralised data collaboration.

“By combining decentralised data with AI learning, we’re enabling new ways to personalise marketing with privacy embedded at the core,” said a WPP spokesperson.

A Full-Funnel Marketing OS

Open Intelligence will be fully integrated into WPP Open, the group’s AI-powered platform.

It supports every stage of marketing from audience insight and creative development to media planning, activation, and measurement.

Clients can now:

• Train custom models enriched with their own data
• Refine segmentation, creative, and media strategy
• Run campaigns across 5 billion global consumers
• Improve ROI while ensuring compliance and trust

Global Endorsements and Strategic Backing

WPP’s launch is backed by major tech and media partners including Google, Microsoft Advertising, Meta, Snap, TikTok, Experian, and FreeWheel.

• Google’s Paul Limbrey said the system “delivers enhanced outcomes” across Google Ad platforms.
• Snap’s Ajit Mohan praised its ability to unlock “privacy-preserving insights” for more effective targeting.
• Experian’s Chris Feo called it a “comprehensive shift beyond fragmented identity models”.

Metrics partners like Adelaide are also onboard. CEO Marc Guldimann noted: “WPP’s commitment to AI and real attention sets a new benchmark for media quality.”

Implications for Malaysian Marketers

For Malaysian advertisers navigating growing privacy expectations and tighter digital regulations, Open Intelligence presents a critical advantage.

It eliminates signal loss, scales across direct and programmatic inventory, and can be tailored for local cultural and behavioural nuances.

With digital ad spend in Malaysia projected to surpass RM3.5 billion in 2025, WPP’s AI-native solution may offer a strategic leap combining performance, precision, and privacy in one unified platform.

As Open Intelligence rolls out globally in phases this year, Malaysian brands have a front-row seat to what could be the most transformative shift in marketing since the rise of programmatic.