Advertising giant WPP has rebranded its global media company GroupM as WPP Media as the group faces into the era of artificial intelligence.

WPP Media manages more than $60bn in annual media investment and works with more than 75% of the world's leading advertisers in over 80 markets.

Mindshare, Wavemaker and EssenceMediacom will continue to operate as brands within WPP Media, which said the companies would leverage "common capabilities, technology and support functions."

WPP said that WPP Media is connected to its wider global agency networks through WPP Open, its AI-enabled marketing system, which is backed by £300m in annual investment and partnerships with leading AI companies.

The group described WPP Open as the industry's most advanced platform for scaled and integrated creative, production, data, commerce and personalised media delivery services.

Through WPP Open, clients will be able to unify media, data and production and holistically manage their owned, earned, shared and paid activities, backed by "state-of-the-art" measurement and analytics capabilities.

“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," said Brian Lesser, CEO of WPP Media.

"WPP Media is built for a world in which media is everywhere and in everything. 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.”

Mark Read, CEO of WPP, said the company believes it is "the strongest marketing partner for the world's leading brands in the AI era."

"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 continued.

“Our vision for the future is clear – marketing that is informed by data, led by seamlessly connected teams of brilliant people, and full of new opportunities for our clients.”

WPP has also launched a new cross-channel B2B campaign targeting business leaders and senior marketing decision makers to showcase its AI credentials, its integrated proposition, and the capabilities of WPP Open.