Examining Stagwell's Initial AI Collaborations with Palantir Revealed
Stagwell, a leading marketing and communications holding company, has entered into a partnership with Palantir, a data analytics and artificial intelligence (AI) firm, to improve performance media targeting. This collaboration, which began roughly three months ago, is currently in a pilot phase with a single client, with plans for a broader rollout following assessment.
The partnership aims to integrate Palantir's AI and advanced data analytics with Stagwell's ID Graph and other internal data platforms. This integration is expected to leverage both structured and unstructured data across Stagwell's network, including consumer insights platforms like BERA and National Research Group. The ultimate goal is to develop state-of-the-art data targeting technology within Stagwell’s planning and buying systems.
The data from these platforms is being used to fuel better media outcomes with Stage, Assembly’s media planning and buying platform. The long-term goal for Stagwell's AI platform, The Machine, is to allow clients to query campaign performance, timelines, and creative assets directly through the platform.
Stagwell's Chief AI Officer is spearheading the AI integration across the network, signaling a long-term commitment to AI-driven marketing innovation. This partnership aligns with Stagwell’s financial guidance and targets, including operational cost reductions and revenue growth driven by AI-enhanced capabilities.
The collaboration is being led by a new cross-agency tech team at Stagwell, which includes Slavi Samardzija, John Kahan, Mansoor Basha, and Elspeth Rollert. Stagwell is the only holding company to publicly partner with Palantir, while other holding companies like Omnicom, WPP, and Publicis have built proprietary AI platforms.
Palantir's extensive role in surveillance and law enforcement has made the company a controversial partner in debates over the use of military-grade AI in commercial settings. However, the company also works with commercial clients like Airbus, BP, Merck, and Ferrari, helping them integrate data to optimize operations.
It is worth noting that Palantir is reported to have built a centralized "mega-database" of sensitive U.S. citizen information under the Trump Administration, which has drawn scrutiny from lawmakers over potential privacy violations. Palantir did not respond to ADWEEK's request for comment regarding this matter.
Looking ahead, Stagwell plans to evaluate the results from this controlled trial and, if successful, move to a larger market deployment. The company is also combining this initiative with other technology partnerships, such as with Adobe, as part of a suite of new data and content services expected to be offered to clients later in 2025.
Stagwell returned to revenue growth in Q2, but costs also rose. Despite this, the company remains optimistic about the potential benefits of this partnership and its broader strategy to upgrade their media offerings to compete with major digital marketing firms, aiming to reduce costs and improve efficiency.
- Stagwell's partnership with Palantir aims to leverage artificial intelligence and advanced data analytics to develop state-of-the-art data targeting technology within Stagwell’s planning and buying systems.
- The integration of Palantir's AI and data analytics with Stagwell's ID Graph and other internal data platforms is expected to leverage both structured and unstructured data across Stagwell's network.
- The long-term goal for Stagwell's AI platform, The Machine, is to allow clients to query campaign performance, timelines, and creative assets directly through the platform.
- Stagwell's financial guidance and targets include revenue growth driven by AI-enhanced capabilities, as part of a broader strategy to upgrade their media offerings and compete with major digital marketing firms.
