• by Steve McClellan  @mp_mcclellan, August 23, 2021

WPP has acquired AI specialist Satalia for an undisclosed sum. 

The company was founded in 2008 by Daniel Hulme, who remains CEO. He’s also been named Chief AI Officer of WPP and will work closely with WPP agencies to promote AI capabilities across the company and help shape the firm’s AI strategy, including R&D, AI ethics, partnerships, talent and products. 

Satalia employs more than 80 people across multiple markets in Europe and will become part of Wunderman Thompson Commerce. It will also act as a hub of AI expertise for all WPP agencies. 

The UK-based company includes a strategic consultancy and develops custom products and solutions for clients which include BT, DFS, Tesco and Unilever. 

Its offering includes Satalia Workforce which dynamically automates and optimizes the allocation client workforces. That service has been adopted by several global accountancy and consultancy firms, including PwC. 

Another service is Satalia Delivery which optimizes the routes and schedules of vehicle fleets for home deliveries, which is used by clients DFS, Australian supermarket chain Woolworths and others. 

WPP CEO Mark Read stated, “Advances in technology are revolutionizing 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. I’m delighted to welcome Daniel and the Satalia team to WPP as we continue to strengthen our offer to global brands.”