WPP has integrated Earth AI models and datasets into WPP Open, its agentic marketing platform.
Google Earth AI is the underlying artificial intelligence that analyses Google Earth imagery to make predictions, identify features, and provide actionable insights.
By bridging the gap between digital behaviour and the physical world, using Earth AI models and datasets, WPP is giving its clients the ability to anticipate consumer needs and understand in real-time how the physical environment is shaping consumer behaviour and purchasing decisions.
Through this expanded partnership, WPP brands can now predict demand and automate marketing at a hyper-local level based on the pulse of the real world, shifting to proactive, tangible business solutions. Using WPP’s Open Intelligence for secure collaboration, client data remains protected while yielding a deeper understanding of consumer needs and behaviours.
WPP, chief technology officer, Stephan Pretorius, said: “Google Earth AI brings together a whole universe of datasets representing the physical world into a single foundation model that for the first time, allows us to make decisions in an entirely new way.
As an industry, have had access to enormous amounts of digital data to understand human dynamics, trends and what content people consume. But people don’t just live in the digital world—they live in the physical world. By integrating this foundational physical-world data with our marketing data, we are changing the way the marketing industry thinks about consumer journeys.” Pretorius added.
Google Maps Platform and Google Earth, VP and GM, Yael Maguire, said: “Google Earth AI brings together our decades of modelling the world, along with Gemini’s advanced reasoning, to help businesses achieve much deeper insights about the planet. WPP is using Earth AI datasets in novel ways that can transform industries, and we’re proud to help drive impact for their clients.”
This relationship will drive impact for WPP and clients across three key areas that will include advanced audience intelligence, through the integration of Population Dynamics Insights from Earth AI into WPP’s Open Intelligence, brands can seamlessly connect how consumers buy products and perceive brands with real-world physical dynamics based on anonymised data.
It will impact predictive media planning and business outcomes. It gives access to physical-world data with Earth AI datasets to enable WPP to pre-validate campaign activations against highly accurate population metrics. This helps to shift media planning focus from traditional customer acquisition to tangible business outcomes.
It will also impact next-generation production workflows and solution development. The partnership will also pioneer new maps-based production workflows, unlocking more innovative, granular localisation.
