WPP & IBM Team Up For New Generative AI-Powered B2B Solution

WPP, a creative transformation company, and IBM, a provider of global hybrid cloud, AI and consulting services, launched a B2B solution powered by IBM’s AI and data platform watsonx. The new product — WPP Open For B2B —is designed to reinvent how B2B marketers identify and engage clients and prospects across the buying journey.

WPP Open for B2B will reportedly help marketers accurately identify and engage buying groups, as well as improve clients’ return on investment. Specific features include:

• An AI-powered Buying Group Brain, a WPP-powered AI model created to identify target buying groups and deliver personalized and consistent experiences across channels and campaigns;
• Optimizing engagement and opportunity progression for buying groups, such as providing recommendations for channel mix and content and tracking marketing activity effectiveness to adjust messaging or influencer targeting; and
• An AI-powered Chief Marketing Officer command center that connects underlying systems to help senior marketers plan and model scenarios, predict results, make more data-driven decisions and execute recommended actions.

“Our clients want to get in front of the right people, at the right time, on the right channels, with the right message,” said Stephan Pretorius, Chief Technology Officer at WPP, in a statement. “However, most solutions in the market today are designed for consumer marketing, targeted at sole decision-makers at a single point of purchase. WPP Open for B2B, and our collaboration with IBM and LinkedIn, will help solve some incredibly complex challenges in the B2B marketing space, using the best of WPP and IBM technology and expertise.”