Las Vegas: WPP has announced the integration of Google Earth AI models and datasets into its agentic marketing platform, WPP Open, marking a significant step in connecting digital marketing with real-world consumer behaviour.
The announcement was made at Google Cloud Next 2026 in Las Vegas, following the expansion of WPP’s Cloud and AI partnership with Google in October 2025. With this move, WPP becomes one of the first marketing services companies to leverage planetary-scale geospatial intelligence directly within its marketing ecosystem.
With over 80% of retail sales still occurring offline, the integration aims to bridge the gap between digital signals and physical-world dynamics. By incorporating Earth AI datasets, WPP enables brands to understand in real time how factors such as traffic, weather, and neighbourhood movement patterns influence consumer decisions.
Through this expanded collaboration, WPP clients can now predict demand and automate marketing at a hyper-local level, using real-world signals to drive proactive and outcome-focused strategies. The integration is powered by WPP’s Open Intelligence framework, ensuring secure, privacy-first data collaboration while delivering deeper consumer insights.
Stephan Pretorius, Chief Technology Officer at WPP, said, “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. 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.”
The partnership is expected to deliver impact across three core areas:
Advanced Audience Intelligence: By integrating population dynamics data into Open Intelligence, brands can connect consumer behaviour with physical-world signals such as weather, health trends, and movement patterns. This enables more contextual and timely communication, particularly in sectors like insurance.
Predictive Media Planning: Access to real-world datasets allows WPP to pre-validate campaign strategies using accurate population metrics. In one instance, WPP developed an “Electric Vehicle Readiness Index” for an automotive client, resulting in 77% higher performance and 15% lower cost to conversion compared to traditional approaches.
Next-Generation Production Workflows: The collaboration introduces maps-based production capabilities, enabling hyper-localised and culturally relevant content creation. Tools such as Cultural Insights allow brands to identify city-level trends and generate market-specific creative assets at scale.
Additionally, the integration of specialised datasets such as real-time road insights is expected to enhance operational capabilities, including logistics and last-mile delivery optimisation through WPP-owned Satalia.
With this development, WPP aims to redefine how brands understand and act on consumer journeys, moving from digital-only insights to a more holistic view that reflects real-world behaviour and environments.
