Following an expansion of its Cloud and AI partnership with Google in October 2025, WPP has become one of the first media and marketing services companies to integrate Earth AI models and datasets — Google’s planetary-scale geospatial intelligence — directly into WPP Open, its agentic marketing platform.
The integration draws on Google Earth AI to connect digital behavior data with physical-world signals such as traffic, weather, and neighborhood movement patterns. WPP says more than 80% of retail sales happen offline, and the move is aimed at giving clients the ability to anticipate consumer needs and understand how the physical environment shapes purchasing decisions in real time.
Through the expanded partnership, WPP brands can predict demand and automate marketing at a hyper-local level. Client data is handled through WPP’s Open Intelligence framework, which the company describes as a secure, privacy-first data collaboration environment.
“Google Earth AI brings together a whole universe of datasets representing the physical world into a single foundation model that for the first time, allows us to make decisions in an entirely new way,” said Stephan Pretorius, Chief Technology Officer at WPP.
“As an industry, we have had access to enormous amounts of digital data to understand human dynamics, trends and what content people consume. But people don’t just live in the digital world—they live in the physical world. By integrating this foundational physical-world data with our marketing data, we are changing the way the marketing industry thinks about consumer journeys.”
Yael Maguire, VP and GM of Google Maps Platform and Google Earth, said: “Google Earth AI brings together our decades of modeling the world, along with Gemini’s advanced reasoning, to help businesses achieve much deeper insights about the planet.
“WPP is using Earth AI datasets in novel ways that can transform industries, and we’re proud to help drive impact for their clients.”
