This week, WPP announced a new initiative making Anthropic’s Claude AI model family available across its agency network.
The Claude models — including Opus, Sonnet and Haiku — are integrated in WPP Open, the intelligent marketing operating system used by 114,000 marketers throughout WPP’s agencies.
WPP uses Amazon Bedrock, an AWS managed service, for the Claude integration. As a result, WPP Open can leverage Claude AI to power marketing processes for clients — among them, L’Oréal, Nestlé and The Coca-Cola Company. These processes include creative production, media and commerce functions. The aim for WPP Open is to use AI to optimize marketing solutions for brands while automating agency processes.
The Claude 3 models in this integration are among Anthropic’s most advanced. Claude 3 Opus, for instance, demonstrates an “outstanding ability to reason across vast datasets and content results in a better understanding of brand identity when generating marketing content,” according to a WPP release.
“At WPP, we are constantly seeking ways to push the boundaries of creativity and deliver exceptional results for our clients,” said Stephan Pretorius, WPP’s Chief Technology Officer, in the release. “By working with world-leading technology companies like AWS and Anthropic, we are harnessing the power of cutting-edge AI to enhance our processes, empower our people and drive innovation.”
While many of WPP’s large clients are no doubt experimenting with genAI internally, the agency is taking the lead here by demonstrating how advanced AI models like the Claude family can drive growth for brands.
Here’s a roundup of other AI-related features and products announced in the last week:
- LivePerson announced new capabilities, partnerships and integrations that pull together and orchestrate customer conversations at scale. This open platform allows users to integrate LLMs and third-party assistants of their choosing alongside human agents and LivePerson’s AI-powered agents. New Voice-to-Digital solutions, enabled by a new partnership with Avaya, unify conversation channels and bring it all to an Omnichannel Dashboard, allowing voice data to be analyzed in the Analytics Studio.
- Duda debuted new features for its AI Assistant, embedded in the website building platform to help agencies and vendors launch high-performance sites. The new AI sections tool generates new website sections with suggested design, copy and images from user-provided prompts. A new AI alt text tool generates alt text in multiple languages for images lacking tags, or for all site images, which is a time saver for SEO-minded marketers.
- Leia Inc. launched Immersity AI, a new platform that turns 2D images and videos into immersive 3D experiences. For video, a user simply uploads the file, chooses the depth intensity and exports a 20-second sample in a matter of minutes. The sample can be viewed on traditional screens and in VR devices like Meta Quest 3 and Apple Vision Pro. Using the Immersity AI app is free and pricing for exports uses a credits-based model.
- Nightfall unveiled Firewall for AI, a security tool that safeguards organizations’ genAI-based applications and data pipelines, up-to-date for businesses that using GPT-4o.
- TrueDialog introduced TrueDelivery, an AI- and machine-learning-powered deliverability alerting tool for SMS campaigns. The tool uses data on hundreds of millions of texts to proactively assess and score messages to avoid being flagged as spam by mobile carriers.
