Rudy Lai
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AI @ WPP

Industry
Last updated
July 2, 2025 at 09:46 PM

Summary

  • WPP has progressively increased its AI investment from £250 million in 2024 to £300 million by late 2025, focusing on generative AI, machine learning, and foundation models to transform advertising content creation, media planning, and personalization.
  • Notable key figures include CEO Mark Read and executives Stephan Pretorius and Priti Mhatre; strategic partnerships with Nvidia and Google underpin major AI initiatives such as Production Studio and WPP Open, enabling scalable, automated, and personalized marketing solutions.
  • WPP's AI adoption has shifted from experimental content generation to integrated marketing platforms (like WPP Open and WPP Open Pro) that connect data, tools, and creative workflows, supporting internal efficiencies and external client-facing services—though the firm faces challenges competing against AI's wider market impact.

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4 AI Use Cases at WPP

Self-Serve Marketing
2025
Customer Facing
Traditional
Generative
Agentic
Outcome
WPP launched WPP Open Pro, a self-serve AI marketing platform that enables brands to independently create, plan, and publish campaigns without agency intervention, democratizing access to AI marketing capabilities. [1][2]
Media Optimization
2025
Traditional
Generative
Agentic
Outcome
Costs
Through platforms like WPP Open and Open Intelligence, WPP leverages AI to optimize media planning and buying by integrating diverse data sources and using custom AI models for audience targeting and media mix modeling, reducing waste and improving campaign effectiveness. [1][2]
Creative Workflow Augmentation
2025
Traditional
Generative
Agentic
Outcome
WPP incorporates AI technologies as a collaborative tool to amplify human creativity and insights across creative teams, enhancing ideation, personalization, and compliance while preserving brand safety and ethical standards. [1][2]
Content Creation
2024
Customer Facing
Traditional
Generative
Agentic
Outcome
Revenue
WPP uses generative AI tools, such as Production Studio and collaborations with Nvidia Omniverse, to automate creation of text, images, and video content at scale, enabling brands to generate exponentially more advertising material faster and with consistent brand alignment. [1][2]

Timeline

2026 Q1: no updates

2025 Q4

1 updates

WPP increased AI investment to £300 million, launched WPP Open Pro enabling brands to independently run AI-driven marketing campaigns; partnership with Google to build bespoke AI models powering WPP Media’s 'Open Intelligence' platform; focus on scaling AI in marketing beyond traditional agency frameworks.

2025 Q3

1 updates

Continued AI deployment in marketing insights and prediction; no major new product announcements recorded but ongoing refinement of AI tools.

2025 Q2

1 updates

WPP launched WPP Open, an AI-enabled marketing platform connecting people, data, tools, and intelligence to deliver better marketing outcomes; WPP Media rebranded and embraced AI tools managing $60bn+ in ad investment with partnerships involving Meta, Google, Microsoft, and TikTok.

2025 Q1

1 updates

WPP expanded AI commitment with investment in Stability AI and deepened AI strategy; Chief AI Officer laid out frameworks, highlighting AI as an augmentation of human creativity.

2024 Q4: no updates

2024 Q3

1 updates

WPP articulated its vision emphasizing AI to amplify human insights and creativity rather than replace it, focusing on the convergence of empathy and automation.

2024 Q2

1 updates

Launch of Production Studio, an AI-powered application enabling brands to generate text, images, and videos at scale through Nvidia Omniverse; collaboration with Google announced to enhance ad production with Google's AI.

2024 Q1

1 updates

WPP committed to an annual £250 million investment in AI, viewing it as a deal-winning capability; CEO Mark Read emphasized AI’s strategic role despite client concerns over copyright.

2023 Q4: no updates

2023 Q3: no updates

2023 Q2

1 updates

WPP partnered with Nvidia to co-develop a generative AI-enabled content engine leveraging Nvidia Omniverse, aimed at empowering creative teams in digital advertising.

2023 Q1

1 updates

WPP CEO Mark Read highlighted AI's revolutionary impact in winning clients eager to adopt AI-driven technology in marketing.