Stagwell Pilots Palantir AI for Enhanced Media Targeting

Marketing services network Stagwell is currently conducting trials of Palantir’s artificial intelligence technology, aiming to enhance performance media targeting. The partnership, first announced by CEO Mark Penn at an investor day in April, was further detailed during Stagwell’s second-quarter earnings call last week.

Penn informed investors that the collaboration focuses on developing “state-of-the-art data targeting” capabilities within Stagwell’s proprietary ID Graph. This initiative involves leveraging both structured and unstructured data from across Stagwell’s extensive network.

In a subsequent interview, Penn elaborated on the practical application of Palantir’s AI. It is being tested on Stagwell’s internal data platforms, including BERA, an AI-powered brand insights platform that conducts 50,000 consumer interviews weekly, and National Research Group (NRG), a marketing research firm specializing in entertainment and media behavior. The insights derived from this data are then fed into systems like Stage, Assembly’s media planning and buying platform, with the objective of generating improved media outcomes.

Penn articulated the core question driving the trial: “How do they take our structured and unstructured data and improve the targeting out of that?”

Currently, Stagwell is piloting the technology with a single client, with plans to assess a broader rollout based on initial results. Penn characterized the collaboration as a “controlled trial,” likening it to the process of developing a successful drug before market release.

While Palantir’s AI is presently integrated into Stage, its broader integration into Stagwell’s overarching ID Graph system remains a future objective. Penn stated, “If they can [enhance targeting], we’ll then discuss how to take the partnership to another level.”

The collaboration commenced approximately three months ago and is overseen by a newly formed cross-agency tech team at Stagwell. This team includes Slavi Samardzija, former CEO of Omnicom’s Annalect and a key architect of its Omni platform; John Cahan, Stagwell’s chief AI officer; Muncher Bacha, a former Accenture executive; and Ellsworth Roller, previously with Microsoft.

Separately, Stagwell is also developing its own AI platform, “The Machine.” This platform aims to centralize and automate workflows and content creation, enabling teams to monitor performance from a unified interface. The long-term vision is to allow clients direct access to query campaign performance, timelines, and creative assets through the platform.

Palantir, the AI firm at the center of this partnership, is widely recognized for its extensive government contracts, notably with the U.S. Department of Defense, Immigration and Customs Enforcement (ICE), and the Internal Revenue Service (IRS). The company has faced scrutiny from lawmakers due to its reported involvement in creating a centralized “mega-database” of sensitive U.S. citizen information during the Trump Administration, raising concerns about potential privacy violations.

While Palantir also serves commercial clients such as Airbus, BP, Merck, and Ferrari by helping optimize their operations through data integration, its government business continues to account for the majority of its revenue.

The company’s significant role in surveillance and law enforcement has made it a polarizing figure in discussions surrounding the application of military-grade AI in commercial contexts. On Stagwell’s first-quarter earnings call in March, Penn described the initiative as “developing advanced military-grade targeting to enhance the utilization of Stagwell’s unique datasets.”

Penn emphasized that Stagwell’s sole purpose in using Palantir’s technology is to better leverage its own proprietary marketing data. Stagwell declined to comment on whether it holds concerns about partnering with a controversial entity like Palantir, or how its employees might perceive the collaboration.

In the competitive landscape of marketing holding companies, rivals like Omnicom, WPP, and Publicis have opted to build their own proprietary AI platforms—Omni, WPP Open, and Marcel, respectively. Stagwell stands out as the only major holding company to publicly announce a partnership with Palantir for AI development in this manner.

Further updates regarding the partnership are anticipated later this year, according to Penn. Palantir did not respond to a request for comment on the collaboration.