Serviceplan House of AI
The operating model behind Serviceplan's AI work
The House of AI connects data, intelligence, creative production, activation and agents across the marketing value chain.
The public architecture
Global Data Platform
The common data foundation is designed to make current, market-level information usable across insight, creative and media workflows.
Insight.AI
Research, audience understanding, personas and behavioural intelligence turn data into direction for human teams.
Creative.AI
Generative and production systems help teams develop, test, personalise and adapt creative work without removing human craft.
Activate.AI
Media planning, activation and optimisation use the shared intelligence layer to improve execution continuously.
Agentic.AI
Specialised agents perform bounded tasks, connect tools and hand work between systems or people.
Human expertise
Serviceplan calls the principle augmented intelligence: technology expands human capability rather than replacing judgment.
A digital twin, not a tool catalogue
Serviceplan calls the House of AI the digital twin of the House of Communication. That description matters: the model mirrors how the group already combines creative, media, data and technology disciplines. The goal is to connect those disciplines through one operating model rather than to place an AI feature in each agency independently.
The official page describes three connected suites — Insight.AI, Creative.AI and Activate.AI — above a fully compliant Global Data Platform. Agentic.AI sits across the system as a layer of specialised agents. Mediaplus' Plus.AI adds a conversational intelligence layer for media work. See Serviceplan Group's architecture.
How work moves through the house
A real engagement can enter at any point, but the model is easiest to understand as a loop.
Observe
Audience, market, behavioural and first-party data are gathered and structured on the shared platform.
Decide
Insight.AI turns evidence into audiences, personas, scenarios and recommendations that a team can challenge.
Create
Creative.AI supports concept development, production and asset adaptation with agency craft still responsible for the idea and brand.
Activate and learn
Activate.AI places and optimises media; new performance data flows back into the next decision. Agents can execute defined steps across the loop.
What is public and what is not
The names and high-level structure are public. Serviceplan also documents individual products and units elsewhere, including Plus.AI, Behave.AI, Agentic Services, HealthContent.AI and Sokosumi. Detailed model choices, client data architecture, governance controls and performance by client are not published as one technical specification. A useful evaluation should therefore ask for the exact data sources, approval points, hosting, measurement plan and human responsibility for the proposed use case.
House of AI questions
Is House of AI a software product?+
Serviceplan presents it as an integrated operating system and portfolio, not as one off-the-shelf application. Parts of it are agency services, internal workflows, partner technologies or products such as Sokosumi.
What is the difference between Insight.AI and Plus.AI?+
Insight.AI is one suite in the House of AI model. Plus.AI is Mediaplus' media-planning operating system and conversational intelligence layer, with seven named modules including Research.AI, Persona.AI and Behave.AI.
What does Agentic.AI mean here?+
It is the layer for specialised AI agents that perform defined tasks and can be orchestrated into client-specific systems. Plan.Net's Agentic Services and Sokosumi are two public expressions of that layer.
Does Serviceplan publish an AI ethics code?+
No standalone public AI ethics code was found in the reviewed sources. The group does make compliance, GDPR, EU AI Act and human-augmentation claims for parts of the portfolio; those should be verified for each engagement.
SokosumiWhat the House of Communication learned about AI, as a product you can use on Monday
Sokosumi is the marketplace of named AI coworkers built by Serviceplan Group with NMKR. You brief a coworker like a colleague; the task shows on a shared board and comes back as a file: a PDF, a deck, a spreadsheet or a dashboard.