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WPP Accelerates Its Growth Strategy With Satalia Addition

Satalia’s AI solutions present opportunity to help WPP grow its overall digital capabilities and workflows.

David Pepin

WPP, one of the world’s largest digital communication and advertising companies, has announced it will be acquiring enterprise AI solution Satalia. The move is designed to combine efficient machine learning and AI tools with WPP’s accelerated growth strategy to expand experience, commerce, and tech capabilities.

“Advances in technology are revolutionising how people live, work and shop, how brands go to market, and how products and services are delivered.” Said Mark Read, CEO of WPP. “Clients are looking for end-to-end solutions that harness these technologies to grow their business. I’m delighted to welcome Daniel and the Satalia team to WPP as we continue to strengthen our offer to global brands.”

Satalia is one of the largest global brands in AI capabilities with clients including Unilever, PwC, and DS Smith. Since its foundations in 2008, the company has released powerful AI tools such as Satalia Workforce and Satalia Delivery.

Both tools aim to optimize product cycles; Workorce is designed to automate employee allocation to business, and Delivery is designed to streamline order delivery with automated routes and schedules.

Related: Qualtrics Acquires Conversational AI Platform Clarabridge

WPP’s creative platform is used by over 100,000 business professionals across 110 countries. The new addition of Satalia will act as a new AI information leader, promoting optimized AI performance strategies.

As part of WPP’s accelerated growth strategy, the company plans to expand its reach in high-growth technology segments — growing to 40 percent of its business by 2025 (currently 25 percent). The new acquisition allows WPP to promote comprehensive AI capabilities as it looks to expand its digital capabilities in the modern era of business.