Communications giant acquires AI technology company in digital ramp up

London headquartered communications multi-national WPP has announced that it has acquired Satalia, an AI technology company for an undisclosed sum.

Satalia is a global leader in enterprise AI and one of the UK’s fastest-growing tech companies, whose clients include BT, DFS, DS Smith, PwC, Gigaclear, Tesco and Unilever.

Founded by CEO Dr Daniel Hulme in 2008, Satalia builds technologies that helps clients transform their business strategies and radically improve operational efficiency.

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.

Mark Read, CEO of WPP, said: “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.”

Alongside its services in custom-made AI solutions and AI strategy consultancy, Satalia’s AI assets include two products: Satalia Workforce, adopted by firms including PwC, and Satalia Delivery used by companies including DFS, HSS, Selecta and Woolworths.

Satalia, which employs more than 80 people across multiple markets in Europe, also has deep expertise in applying AI throughout logistics and the supply chain, previously helping the development of Tesco’s last-mile delivery solution.

In addition to his role as CEO of Satalia, Daniel Hulme will become Chief AI Officer of WPP, working closely with WPP’s Chief Technology Officer and WPP agencies to promote AI capabilities across the company and help shape WPP’s AI strategy, including R&D, AI ethics, partnerships, talent and products.