Dive Brief:

• WPP Media launched Open Intelligence June 3, claiming it is the industry’s first large marketing model (LMM) that leverages artificial intelligence to aggregate data for reaching audiences, according to information shared with Marketing Dive.
• While similar in nature to large language models (LLM), LMMs are intended to predict audience behavior and market performance rather than generate content. Open Intelligence applies AI to data on how consumers engage with brands, products, content and other touchpoints so it can deliver insights to marketers.
• Open Intelligence’s partners at launch include FreeWheel, Google, Microsoft Advertising, Adelaide, Adstra, Circana, Experian, Lumen Research, Meta, Snap and TikTok. The model derives data from 75 markets and is intended to reach 5 billion people globally.

Dive Insight:

Open Intelligence is intended to help marketers move beyond ID-based targeting through the aggregation of multiple data points to locate appropriate audiences. The service promises to allow users to create custom AI models, make decisions faster, lower waste and enable full-funnel activations. It is part of the larger AI-driven marketing platform WPP Open.

The news quickly follows WPP’s announcement that it has rebranded its media holdings from GroupM to WPP Media. The name change is intended to put an emphasis on the company’s commitment to AI and integration.

The news comes as media mix modeling (MMM), which uses statistics to measure the success of marketing campaigns, has received renewed attention. The declining influence of cookies is forcing marketers to seek alternative methods for measuring campaign success amid increased media fragmentation. Products built around the idea of MMM include Google’s Meridian, which launched in 2024. Open Intelligence uses AI to perform a similar function. 

Open Intelligence collects data points across a variety of relevant factors, such as geographical, commercial and behavioral. This information is then used to create custom AI models which are supplemented with the clients’ first-party data. The models are tailored to specific goals and are used to turn audience signals into data patterns. Partnerships allow for the integration of these models across channels without relying on ID.

WPP saw a Q1 2025 revenue of $4.3 billion (£3.2 billion), a decline of 5% year-over-year, according to an earnings statement. While not directly affected by tariffs, many of the company’s clients are, according to CEO Mark Read. This, combined with broader economic concerns, could present challenges for WPP and its clients during the back half of the year.