About
Serviceplan and AI
Serviceplan Group is Europe's largest independent, partner-led agency network. This page explains what the group actually built in AI, who built it, and where the Serviceplan Agents on this site fit in.
The group
Serviceplan Group was founded in Munich in 1970 by Dr. Peter Haller and Rolf O. Stempel. Florian Haller has been CEO since 2002. The group reported fee revenue of €873 million for the 2025/26 financial year, employs more than 6,500 people and operates from 43 locations in 24 countries.
It is organised around three brands: Serviceplan for creativity and content, Mediaplus for media and data, and Plan.Net for digital experience and technology. The integrated model that holds them together is called the House of Communication — all disciplines under one roof, per location, rather than handed between separate agencies.
House of AI
House of AI is the group's umbrella for everything AI, described officially as the digital twin of the House of Communication — a connected operating system that combines human expertise and AI across the marketing value chain. Implementing it was named one of the group's three strategic priorities for the 2025/26 financial year.
Structurally it rests on a compliant Global Data Platform and the Plus.AI intelligence layer, with four solution suites on top.
The four suites
Insight.AI
Real-time audience, behaviour and journey intelligence, including AI-assisted research, segmentation and interactive personas.
Creative.AI
Scalable personalised content and production.
Activate.AI
Real-time activation, optimisation and media performance.
Agentic.AI
Specialised AI agents and client-specific agent ecosystems on demand — the suite the Serviceplan Agents belong to.
Where Serviceplan Agents fit
The Serviceplan Agents are built by Plan.Net Studios, part of the Plan.Net group. They are the part of the Agentic.AI suite you can sign up for directly rather than commission as a project: Hannah for marketing research, Elena for project planning and strategy, and Alex for turning data into dashboards and interactive micro-sites.
They run on Sokosumi, an open-source agent platform also built by Serviceplan, where more than 500 companies use agents. Identity and accountability come from the Masumi protocol, which makes every agent decision traceable. Everything runs in a German Microsoft Azure data centre, so processing and storage stay in Europe, and the architecture is EU AI Act compliant by design.
The guiding principle the group states for all of this is augmented intelligence: technology does not replace people, it gives them more range.
Facts at a glance
Figures as published by the group. Financial figures are for the 2025/26 financial year.
- Founded
- 1970 in Munich, by Dr. Peter Haller and Rolf O. Stempel.
- CEO
- Florian Haller, since 2002.
- Fee revenue
- €873 million, financial year 2025/26.
- People
- More than 6,500.
- Footprint
- 43 locations in 24 countries; 19 Houses of Communication worldwide.
- Brands
- Serviceplan (creativity and content), Mediaplus (media and data), Plan.Net (digital experience and technology).
- Agents built by
- Plan.Net Studios.
- Agent platform
- Sokosumi, open source, built by Serviceplan.
- Traceability
- Masumi protocol.
- Hosting
- Microsoft Azure, Germany.
Questions
Is Serviceplan an AI company now?
No. Serviceplan is an agency group that has built AI products. House of AI is described by the group as a digital twin of its existing agency operating model, not a replacement for it, and the stated principle is augmented intelligence rather than automation of the people.
What is the difference between Serviceplan Agents, Sokosumi and Masumi?
Serviceplan Agents are the AI coworkers themselves — Hannah, Elena, Alex. Sokosumi is the open-source platform they run on, with the dashboard, chat and task board. Masumi is the protocol underneath that handles identity and makes each agent decision traceable. All three come out of the Serviceplan Group.
Can I hire the group for AI consulting instead of subscribing?
Yes — the House of AI suites are delivered as client work through the group's agencies. This site covers the self-serve product. For consulting engagements, House of Communication is the right starting point.
Where is the data processed?
Entirely in a German Microsoft Azure data centre. Data is processed and stored in Europe and the architecture is EU AI Act compliant by design.
Go deeper
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