WPP folds Earth AI into commerce
- WPP integrated Google's Earth AI into its WPP Open marketing platform to add geospatial intelligence to campaigns. - The holding company also consolidated commerce capabilities into a single unit called WPP Commerce as part of a turnaround. - These moves link creative, location data and commerce into measurable stacks clients can buy into. ( )
WPP has plugged Google’s Earth AI into WPP Open as it folds more of its marketing pitch around location data and buying tools. (wpp.com) WPP said on April 22 that it had become one of the first media and marketing groups to put Google’s Earth AI models and datasets directly inside WPP Open, the company’s agentic marketing platform. The integration followed an October 2025 expansion of WPP’s cloud and artificial intelligence partnership with Google. (wpp.com) Earth AI is Google’s geospatial system: it combines satellite imagery, maps and other physical-world signals so software can reason about places the way marketers already reason about audiences. Google has described the technology as generative artificial intelligence for geospatial reasoning built on Earth Engine and Gemini models. (cloud.google.com, mediapost.com) WPP said the first uses will center on three jobs: audience intelligence, smarter media planning and creative personalization. In practice, that means clients can mix their own data with Earth AI signals such as weather, movement patterns and local demand indicators through WPP Open Intelligence, WPP’s data layer. (wpp.com, prnewswire.com) At the same time, WPP has pulled its commerce operations into a single unit called WPP Commerce. The company said in February 2025 that the new business would combine commerce strategy, retail media, marketplace operations and shopper marketing under one global structure led by Brent Taylor. (wpp.com) Trade reports said the commerce reorganization was part of a broader turnaround and simplification push inside WPP. In its February 26, 2026 strategy update, WPP said it would move away from a holding-company model toward four core operating units and reinvest savings into media, commerce, production and WPP Open. (adweek.com, wpp.com) The numbers behind that reset were already under pressure. WPP reported that like-for-like revenue less pass-through costs fell 1.0% in 2025, and the company said it aimed to deliver £500 million in annualized cost savings by 2028. (wpp.com) The new pitch ties those two moves together: creative work in WPP Open, physical-world signals from Google, and commerce services in one sales package. WPP’s argument is that brands want campaigns that can shift by neighborhood, store conditions or local demand and then connect that work to retail outcomes. (wpp.com, wpp.com) That puts WPP’s latest product launch inside a larger corporate rewrite: fewer internal silos, more shared data and more services sold as one system. The test now is whether clients buy the bundle fast enough to help turn a restructuring plan into growth. (wpp.com, campaignasia.com)
