Today’s Digest discusses WPP Media unveiling Open Intelligence, Paramount reshaping its strategy by cutting costs, as well as Disney and Microsoft announcing further layoffs amid AI restructuring.

WPP Media Unveils Open Intelligence

WPP Media has launched Open Intelligence, a new data solution it describes as the advertising industry's “first large marketing model.” Inspired by large language models, Open Intelligence is designed to predict audience behaviour and marketing performance by analysing vast datasets. This enables the creation of bespoke campaign models for clients.

According to WPP, the tool allows brands to train custom models, continuously optimise audience segmentation and media buying, generate predictive signals from customer data, minimise waste, and deliver highly personalised campaigns.

Matt Bennathan, chief commercial officer at Lumen Research, said the launch represents a “tectonic shift away from IDs that have restricted our industry for years.”

Paramount Reshapes Strategy: Cost Cuts, Agency Shift and Streaming Growth

In more news related to WPP Media, Paramount has ended its decades-long relationship with the group (formerly known as GroupM) as part of a wider cost-cutting initiative tied to its proposed merger with Skydance Media, according to Deadline. Publicis is expected to take over as Paramount’s new media agency partner, with the transition reportedly communicated to select internal and external stakeholders late last week. 

Sources suggest the move skipped the traditional review process, bypassing WPP’s chance to retain the business. While exact financial details were not disclosed, the switch has been framed as a strategic decision focused on driving efficiency and streamlining operations with expectations of significant cost savings ahead.

Meanwhile, Paramount+ posted the highest user growth among UK SVOD platforms in the first quarter of 2025, adding 430,000 new homes to reach 3.1 million, according to Barb’s latest Establishment Survey. The service now reaches 10.5% of UK households, representing a 16% quarter-on-quarter increase and 19% year-on-year growth.

Barb’s head of insight, Doug Whelpdale, attributed the uptick to strong content performance, including the second season of 1923 and the Yellowstone series. He noted that the release of Yellowstone seasons one to four on Netflix in January may have prompted viewers to migrate to Paramount+ to complete the series (with season five being on Paramount+ and not Netflix). The show’s fifth season accounted for half of the top ten most viewed legacy titles on the service during the quarter.

Disney and Microsoft Announce Further Layoffs Amid AI Restructuring

Disney and Microsoft have announced fresh rounds of layoffs, as both companies continue to streamline operations in response to shifting industry priorities and the growing focus on AI.

Walt Disney Co. has begun cutting several hundred roles across its film and TV units, impacting departments such as marketing, publicity, casting, development, and corporate finance.

Meanwhile, Microsoft has confirmed further job cuts, affecting over 300 employees this week. The reductions follow the tech giant’s announcement last month that it would cut 6,000 positions, its largest layoff in years. According to a spokesperson, the cuts are part of ongoing organisational changes “to best position the company for success in a dynamic marketplace.”

The layoffs reflect a wider trend in big tech as firms accelerate investment in AI while trimming headcounts in non-core areas. Microsoft and peers including Meta have credited AI-assisted tools with improving productivity, particularly in software development. Salesforce also recently noted that internal AI use has allowed it to slow hiring.