WPP has integrated Anthropic's Claude artificial intelligence (AI) model family into its intelligent marketing operating system, WPP Open, aiming to enhance the capabilities of WPP's 114,000-strong marketing talent across its network of agencies.

The integration, powered by Amazon Web Services' (AWS) Amazon Bedrock, includes Claude's Opus, Sonnet, and Haiku models.

WPP Open, powered by AI, delivers capabilities across the marketing process including creative, media, production, and commerce. It is used by brands including The Coca-Cola Company, L'Oréal, and Nestlé. The integration of Claude into WPP Open is expected to augment human expertise, scale capabilities, enhance the quality of client work, and improve the efficiency of tasks, ranging from ideation and content generation to copywriting and design.

"At WPP, we are constantly seeking ways to push the boundaries of creativity and deliver exceptional results for our clients. By working with world-leading technology companies like AWS and Anthropic, we are harnessing the power of cutting-edge AI to enhance our processes, empower our people and drive innovation," said Stephan Pretorius, Chief Technology Officer at WPP.

WPP has chosen to access Claude 3 using Amazon Bedrock, a fully managed service from AWS that offers a choice of high-performing foundation models from leading AI companies via a single API. The Claude 3 model family offers high levels of accuracy, performance, and speed. Claude 3 Opus is one of Anthropic's most advanced models, Claude 3 Sonnet specialises in tasks such as code and text generation, while Claude 3 Haiku is designed to be the fastest of the Claude 3 models.

"We are inspired by how companies like WPP are incorporating generative AI to drive transformation within industries like marketing and advertising. By integrating Claude 3 models via Amazon Bedrock into its marketing operating system, WPP will provide its employees and clients state-of-the-art tools that help them accelerate generative AI innovation," said Vasi Philomin, VP of Generative AI at AWS.

"Anthropic is setting a new standard for how companies can use AI as a trusted partner that works alongside every professional, enabling individuals and teams to be more productive and find greater satisfaction in their work. By integrating Claude into WPP Open, WPP's 114,000-strong marketing talent will be able to deliver even better customer experiences with greater results for their clients. This collaboration with WPP and AWS showcases the transformative potential of AI in the marketing industry," added Kate Jensen, Head of Revenue and Partnerships at Anthropic.

The integration of Claude 3 via Amazon Bedrock into WPP Open is part of WPP's broader strategy to embrace emerging technologies and leverage AI to drive innovation in its work with clients. Claude 3 joins other models within WPP Open including OpenAI's GPT-4 and DALL-E 3, Google's Gemini family, and Imagen 2, and Stability AI's SDXL 1.0. The initiative forms part of WPP's ongoing annual investment of £250 million in AI, data, and technology, and its plans to work with other leading companies such as AWS and Anthropic.