InfoSum unveils Beacons for secure AI-powered data collaboration

InfoSum has announced Beacons, a new suite of enhancements focused on secure, AI-ready cross-cloud data collaboration. The product is designed to support organisations as they shift from traditional identity-based marketing to strategies led by artificial intelligence.

Deployment flexibility

Beacons can be deployed directly into customer environments across Amazon Web Services, Google Cloud, and Microsoft Azure.

This approach is intended to give enterprises control over their data while facilitating collaboration with partners and stakeholders in different locations and on different platforms.

Disney will be one of the initial companies to adopt Beacons for cross-cloud data activities.

Data control

Beacons offer an environment that allows businesses to collaborate without moving, copying, or centralising data.

InfoSum's architecture enables the data to remain in its original location, with collaborations managed securely across partners, cloud infrastructures, and markets. This aims to reduce the risks associated with data transfers, simplify governance, and support privacy requirements.

"The market has been asking for true interoperable data collaboration without movement, and Beacons deliver exactly that," said Lauren Wetzel, CEO, InfoSum.

"Unlike existing solutions that force data sharing and compromise control, security, and privacy, Beacons represent a fundamental shift. They light the way from identity-based marketing to intelligence-led growth while prioritising control and privacy."

AI-led insights

Beacons feature vector-based matching to move beyond identity checks towards richer, AI-powered insights.

The system allows real-time adaptation to behavioural changes and supports continuous collaboration at scale, providing immediate insights instead of delayed, batch reports. Data can be analysed and matched without direct exposure, minimising privacy concerns related to sensitive information.

Vector database support means Beacons can handle a wider range of data formats, such as images, audio, and free text, alongside standard data types. This is intended to allow organisations to match behavioural and contextual information that might otherwise be missed in traditional marketing data models.

Integration and APIs

The Beacons platform includes APIs aimed at simplifying integration into existing enterprise workflows and technology stacks. It is designed to support collaborators regardless of data format or location, and to reduce the need for specialised technical skills when setting up collaborations.

WPP Media plans to incorporate Beacons into its WPP Open platform for marketing and custom model training.

"Beacons will make it easier than ever for marketers to fully benefit from AI-led data solutions," said Brian Lesser, CEO at WPP Media.

"By integrating Beacons into WPP Open, we're able to give our clients seamless and secure environments in which to train custom Open Intelligence models, keeping them in control of their data while fuelling smarter marketing decisions with new, predictive intelligence."

Industry perspectives

Disney sees the partnership as an extension of its long-term strategy to use data to drive client outcomes.

"For more than a decade, data has informed Disney Advertising's innovation strategy on behalf of brands and marketers - driving smarter decisions, deeper insights, and more meaningful connections for clients. Our continued work with InfoSum builds on that foundation and will expand what's possible for advertisers," said Dana McGraw, SVP of Data and Measurement Science, Disney.

The platform draws on AWS Nitro Enclaves for secure deployment in the cloud, helping to deliver interoperability at scale.

"Built on AWS Nitro Enclaves, Beacons deliver greater interoperability, scale, and security. By powering Beacons, AWS is also helping WPP enhance its marketing ecosystem, giving clients new ways to unlock intelligence while keeping full control of their data," said Joe Carroll, UK Head of Telco, Media, Entertainment, Games and Sports at AWS.

Google Cloud's Doruk Aytulu also commented on the security and privacy features of the technology.

"InfoSum's Beacons represent a leap forward in secure, cross-cloud data collaboration. By enabling organisations to derive AI-ready insights directly within their Google Cloud environments without data movement, this innovation empowers businesses to unlock new levels of intelligence and growth while maintaining complete control and privacy," added Aytulu.