WPP Media has unveiled the latest evolution in its data and AI offering with the launch of the industry's first 'Large Marketing Model', Open Intelligence, geared to redefine predictive advertising by enhancing the understanding and prediction of audience behaviour and marketing performance.

It comes less than a week after the WPP media unit officially transitioned away from the GroupM name, in a brand overhaul that had been widely speculated since early May.

Integrated into WPP's end-to-end media delivery platform WPP Open, the Open Intelligence model leverages real-time data to generate insights without the need to move or expose raw data, tapping InfoSum's patented clean room technology. The platform is said to offer a 'privacy-by-default' approach, incorporating commercial, geographic, cultural, and behavioural signals alongside identity data.

Clients will be able to build on the foundation model, which will provide a live simulation of market and consumer dynamics, to train custom AI models using their own first-party data. This feature is intended to optimise media, creative, and targeting by employing AI to uncover hidden relationships in consumer behaviour.

Managing Director of Choreograph Australia & New Zealand, Tom Braybrook, 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."

The launch of Open Intelligence sees collaboration with several key partners, including Google, Microsoft Advertising, FreeWheel, Experian, Circana, Adelaide, Lumen Research, Adstra, Snap Inc., and TikTok.

VP, Global Client & Agency Solutions at Google, Paul Limbrey, said: “This expanded Open Intelligence collaboration with WPP Media, powered by Google Cloud's Spanner Graph, is a significant advancement in AI-driven marketing. We anticipate this collaboration will deliver enhanced client outcomes and measurable value on Google's Ad platforms”

Chief Business Officer at Snap Inc., Ajit Mohan, said: "We're excited to partner with WPP on Open Intelligence, which will empower our shared clients with deeper, privacy-preserving insights into audience behavior. This collaboration means even smarter targeting and more effective campaigns that deliver real value for brands looking to connect with Snapchat's unique community."