WPP Buys B2B-based AI Tech Firm Satalia

WPP today announced that it has acquired Satalia, which has expertise in applying AI across the logistics and supply chain. Terms of the deal have not been disclosed.

Founded in 2008 by CEO and AI specialist Daniel Hulme (pictured), London-based Satalia combines machine learning and optimisation to offer custom-made AI solutions and AI strategy consulting. Its portfolio includes Satalia Workforce, which automates and optimises the allocation of people to their work; and the Satalia Delivery home-delivery solution, which optimises the routes and schedules of vehicle fleets every time a new order is made.

As part of the deal, Satalia's more than 80 people based across multiple markets in Europe, will join WPP's eCommerce consultancy Wunderman Thompson Commerce, and the business will act as a hub of AI expertise for all WPP agencies. In addition to his role as CEO of Satalia, Hulme will become Chief AI Officer of WPP, working closely with the group's Chief Technology Officer and group agencies to promote AI capabilities across the company and help shape WPP's AI strategy, including R&D, AI ethics, partnerships, talent and products.

Mark Read, CEO of WPP, comments: '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. I'm delighted to welcome Daniel and the Satalia team to WPP as we continue to strengthen our offer to global brands.'

Web sites: www.wpp.com and www.satalia.com .