WPP Buys InfoSum in AI Push
WPP WPP -1.49%decrease; red down pointing triangle said it is buying collaboration platform InfoSum, marking the advertising group's latest move in a string of deals to bolster its artificial-intelligence capabilities.
The London-listed ad group said Thursday that InfoSum–which will join its media investment group GroupM–will help it create marketing solutions that are enhanced by AI.
InfoSum's cross-cloud data collaboration technology allows companies to connect data sources without moving or exposing data, it said. Chief Executive Lauren Wetzel will remain in the role, WPP added.
'Directly integrating InfoSum's global data network and technology infrastructure will allow our clients to create even more value from their first-party data and enable us to train client AI models against the most data, from the most places, at unprecedented scale and speed,' GroupM's CEO Brian Lesser said.
The company said the deal represents a 'major investment' in its artificial-intelligence-driven data offer but didn't disclose financial details.
WPP recently expanded its partnership with Heineken using an in-house AI platform for shopper-marketing activities and invested in Stability AI to leverage its models across image, video, 3D, and audio to improve marketing and advertising campaigns. CEO Mark Read said in an interview with Dow Jones Newswires that the group is already benefiting from its investments in artificial intelligence and that 2025 is the year of execution.
Write to Elena Vardon at elena.vardon@wsj.com
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