Published on 28 May 2024 on Marketing Dive via Yahoo Finance
WPP integrates Anthropic’s tech to further generative AI transformation
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Dive Brief:
WPP has partnered with Anthropic to bring the buzzy artificial-intelligence startup’s latest Claude family of AI models into its WPP Open operating system, according to a press release.Claude, which includes the Opus, Sonnet and Haiku software, is being integrated into WPP Open through Amazon Bedrock, the generative AI marketplace from Amazon Web Services. WPP Open supports 114,000 employees, who will now be able to leverage Claude for analyzing briefs, content creation and other marketing functions.WPP Open is used by some of the ad-holding group’s largest brand clients, including The Coca-Cola Company, L’Oréal and Nestlé. The deal underscores the growing embrace of generative AI among agencies that see the technology as an enabler of productivity and crucial to gaining a competitive edge.