How WPP operationalizes platform and data engineering for AI marketing

WPP, a marketing agency, replaced human intuition with AI-powered insights to optimize ad spend. To achieve this, they built a unified data backbone and custom platform using Google Cloud. This allowed them to deploy targeted marketing campaigns in days instead of months. They centralized data management, enforced strict security, and used IAM controls to ensure authorized access. This effort enabled them to unlock the potential of generative AI.