AI Briefing: Why WPP is adding Anthropic’s Claude models to its AI platform

WPP’s integration of Anthropic’s Claude 3 model to the holding company’s AI platform is illustrative in the evolution of how agencies are approaching interoperability with generative AI models.

Choosing which AI models to use has been a key factor for companies as they develop AI strategies for marketing and other applications. By adding Claude 3 into WPP Open, Anthropic joins rival models from OpenAI, Google’s and Stability AI. The news, announced last week, follows an April announcement from WPP and Google Cloud focused on generative AI.

Claude 3, released in March, comes in three versions named Opus, Sonnet and Haiku. Each model — with names associated with their size — also has different capabilities and costs. Opus is the largest, most expensive, most capable, but also the slowest. Sonnet, the middle size, has a blend of both intelligence and speed. Haiku, as one might guess, is the smallest, cheapest and fastest.

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