Marketing firm WPP has launched its global AI-driven media company, WPP Media.

It will replace GroupM as the name of the firm’s global media company. The business will manage more than $60 billion (£44.5 billion) in annual media investment.

The new offering is connected to the organisations wider network through WPP Open and aims to “accelerate investments in learning and development” plans.

Brian Lesser, CEO of the new offering, said: “Consumers already expect advertising to be relevant and engaging and buying experiences to be seamless; those expectations are only going to accelerate in the age of AI. WPP Media is built for a world in which media is everywhere and in everything.”

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“By investing in our AI-powered product, integrating our offer with data and technology, and equipping our people with future-facing skills, we’re helping our clients to stay ahead of rapidly changing consumer behaviour and unlock the limitless opportunities for growth that AI will create,” he added.

According to the corporation, Mindshare, Wavemaker and EssenceMediacom will continue to provide dedicated teams to clients.

This move comes as the firm unveiled a cross-channel B2B campaign to target business leaders and senior decision makers within the marketing industry.

Mark Read, CEO of WPP, said: “We believe that WPP is the strongest marketing partner for the world’s leading brands in the AI era, where technology and talent converge.”

“The move to WPP Media continues our strategy to simplify and integrate our offer for clients. While GroupM was built for a time when media scale mattered most, WPP Media reflects the power of AI, data and technology and simpler, more integrated solutions,” he added.