WPP acquires AI technology company Satalia

By Kyle O'Brien 

WPP continues its growth strategy by acquiring Satalia, a fast-growing technology company in the U.K. that builds custom AI solutions. Satalia will join Wunderman Thompson Commerce. The move looks to strengthen the global ecommerce consultancy’s technology proposition, as well as act as a hub of AI expertise for WPP agencies.

Satalia’s clients include BT, DFS, DS Smith, PwC, Gigaclear, Tesco and Unilever. The company, which was founded by AI expert Dr. Daniel Hulme in 2008, combines machine learning and optimization to improve operational efficiency for clients. Hulme will continue in his role as Satalia’s CEO and will also become chief AI Officer of WPP, helping to promote AI capabilities across the network. He has over 20 years of experience in AI and is a regular TEDx and Google speaker.

In addition to its AI solutions and strategy consultancy, Satalia has built many AI assets, including the products Satalia Workforce, which automates the allocation of people and their work, and Satalia Delivery, a home delivery technology that optimizes the routes and schedules of vehicle fleets.


The acquisition is part of WPP’s accelerated growth strategy—which CEO Mark Read mapped out late last year and set a target of returning to 2019 revenue levels by 2022—and includes expanding capabilities in experience, commerce and technology.

“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.”