WPP Integrates Anthropic’s Claude AI Models into WPP Open

The integration joins other models within WPP Open including OpenAI’S GPT-4 and Google’s Gemini family.

WPP has announced the integration of Anthropic’s Claude artificial intelligence (“AI”) model family into its intelligent marketing operating system WPP Open using Amazon Bedrock.

The integration joins other models within WPP Open including OpenAI’S GPT-4 and DALL-E 3, Google’s Gemini family and Imagen 2, and Stability AI’s SDXL 1.0.

WPP said that by making Claude available to individuals and teams, WPP can augment human expertise, scale capabilities, enhance the quality of client work and improve the efficiency of tasks, ranging from ideation and content generation to copywriting and design.


“At WPP, we are constantly seeking ways to push the boundaries of creativity and deliver exceptional results for our clients,” said Stephan Pretorius, Chief Technology Officer at WPP, said.

“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.”

Kate Jensen, Head of Revenue and Partnerships at Anthropic, added: “Anthropic is setting a new standard for how companies can use AI as a trusted partner that works alongside every professional, enabling individuals and teams to be more productive and find greater satisfaction in their work. By integrating Claude into WPP Open, WPP’s 114,000-strong marketing talent will be able to deliver even better customer experiences with greater results for their clients. This collaboration with WPP and AWS showcases the transformative potential of AI in the marketing industry.’’

The initiative forms part of WPP’s ongoing annual investment of £250 million in AI, data and technology, and its plans to capitalise on its lead in the space by working with other leading companies such as AWS and Anthropic.



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