WPP, the world's biggest advertising group, has acquired Satalia, a technology company using AI and machine learning to solve operational efficiency problems for organisations.
The UK company, whose clients include BT, DFS, PwC, Tesco and Unilever, will be rolled into Wunderman Thompson Commerce.
Commercial details of the deal haven't been announced.
WPP CEO Mark Read: “Advances in technology are revolutionising how people live, work and shop, how brands go to market, and how products and services are delivered.
"Clients are looking for end-to-end solutions that harness these technologies to grow their business.”
Satalia, founded by CEO by expert AI Dr Daniel Hulme in 2008, has two key products, Satalia Workforce and Satalia Delivery.
Workforce automates and optimises the allocation of people to their work, and has been adopted by global accountancy and consultancy firms, including PwC.
Satalia Delivery is a leading home-delivery solution, which optimises the routes and schedules of vehicle fleets when a new order is made. In Australia, Woolworths is a customer.
Satalia will also act as a hub of AI expertise for all WPP agencies. Dr Hulme will become chief AI officer.
The acquisition is aligned with WPP’s accelerated growth strategy and focused M&A approach to build on existing capabilities in growth areas such as experience, commerce and technology.
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