Rudy Lai
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AI @ WPP

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

Summary

  • WPP has significantly increased its investment in AI, committing around £250-300 million annually since 2023, focusing on generative AI, machine learning, and foundation models to transform advertising content creation, media planning, and data-driven marketing.
  • WPP launched key AI-driven platforms such as Production Studio (in partnership with NVIDIA in 2024) and WPP Open/Open Intelligence, enabling automated, scalable creation of text, image, and video content, plus enhanced media targeting and analytics, aiming to improve client ROI and content personalization.
  • Despite its leading AI integration, WPP faces operational and market challenges highlighted by CEO Mark Read stepping down in mid-2025, and stock pressures as AI disrupts traditional advertising workforce and agency models; WPP is shifting towards enabling brands to self-manage campaigns on AI platforms like WPP Open Pro.

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4 AI Use Cases at WPP

Self-Service Campaigns
2025
Customer Facing
Traditional
Generative
Agentic
Outcome
WPP Open Pro allows brands to independently use AI-powered operating systems to plan, create, and publish marketing campaigns without agency intermediaries, enabling greater agility and control over branding and advertising. [1][2]
Media Optimization
2025
Traditional
Generative
Agentic
Outcome
Costs
Through platforms such as Open Intelligence and WPP Media, the company applies AI to integrate diverse data sets for personalized media targeting, optimize media mix modeling, and improve decision-making speed to reduce waste and increase media investment efficiency. [1][2]
Creative Collaboration
2024
Traditional
Generative
Agentic
Outcome
WPP integrates AI as a collaborative force to augment human creativity and empathy, focusing on tools that assist human insight and decision-making rather than replace it, exemplified by CEO and leadership statements on AI's role. [1][2]
Content Automation
2024
Customer Facing
Traditional
Generative
Agentic
Outcome
Revenue
WPP uses generative AI tools like Production Studio to automate the creation of marketing content including text, images, and video at scale, enabling faster production cycles and personalized advertising materials. [1][2]

Timeline

2025 Q4

3 updates

WPP launched WPP Open Pro, allowing brands direct access to WPP's AI marketing operating system to independently plan, create, publish campaigns; partnership with Google Cloud DeepMind to accelerate bespoke AI model development.

2025 Q3

1 updates

WPP shares declined significantly amid competitive pressures from AI-driven disruption in advertising; WPP Open platform continues as a strategic focus for intelligent marketing operations.

2025 Q2

2 updates

WPP launched WPP Media, an AI-powered fully integrated media company managing over $60 billion in investments, utilizing WPP Open and Open Intelligence platform to deliver AI-driven media targeting, production, and personalized marketing at scale; Mark Read announced step down in June 2025 amid AI-driven industry pressures.

2025 Q1

2 updates

WPP deepened AI investments including a stake in Stability AI; Chief AI Officer articulated AI framework emphasizing enhancement of human creativity; WPP Open platform development advanced.

2024 Q4: no updates

2024 Q3

1 updates

WPP reinforced that AI augments human creativity rather than replaces it, focusing on blending empathy with automation to scale AI applications.

2024 Q2

2 updates

Launch of Production Studio, WPP's generative AI tool developed with NVIDIA Omniverse, enabling exponential content creation in text, images, and video. Partnership with Google to apply AI in ad production announced.

2024 Q1

2 updates

WPP committed £250 million annual investment in AI and data technology; CEO Mark Read positioned AI as a deal-winning capability and catalyst for competitive advantage.

2023 Q4: no updates

2023 Q3: no updates

2023 Q2

1 updates

WPP partnered with NVIDIA to develop a generative AI content engine utilizing NVIDIA Omniverse to enhance creative team capabilities in digital advertising.

2023 Q1

1 updates

CEO Mark Read publicly emphasized AI's fundamental role in revolutionizing advertising, helping WPP win clients keen on AI capabilities.