Penn underscored that Stagwell is solely using Palantir’s tech to better leverage its own proprietary marketing data. Stagwell declined to comment on whether it has concerns about working with a controversial partner like Palantir, or how agency employees might perceive the collaboration.

While other holding companies like Omnicom, WPP, and Publicis have built proprietary AI platforms—Omni, WPP Open, and Marcel, respectively—Stagwell is the only holding company to publicly partner with Palantir.

Penn said further updates on the partnership are expected later this year.

Palantir did not respond to ADWEEK’s request for comment.