How WPP operationalizes platform and data engineering for AI marketing

Between chaotic levels of market fragmentation and economic volatility, marketing and communications agencies can no longer rely on the human intuition they’ve traditionally used to win clients and optimize their ad spend. WPP is replacing that guesswork with an AI-powered view of shifting market dynamics, giving brands predictive certainty that lets them invest with confidence while moving at the speed of the market. That’s the value of WPP Open , its agentic marketing system. But before it could begin applying sophisticated AI models to power those insights, WPP had to overcome a critical en