Rudy Lai
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AI @ WPP

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

Summary

  • WPP has significantly accelerated its AI integration since early 2023, led by CEO Mark Read and key executives like Stephan Pretorius and Priti Mhatre, committing over £250 million annually into AI-driven technologies and partnerships, including with NVIDIA and Stability AI.
  • The company has launched multiple AI-enabled products, notably Production Studio for generative content creation across text, image, and video, and WPP Open and Open Intelligence platforms for data unification, personalized media delivery, and advanced analytics, managing over $60 billion in media investments.
  • Despite these innovations and heavy investments in generative and foundational AI technologies aiming to enhance human creativity and operational scale, WPP has faced challenges with AI-related workforce impacts and market pressures, highlighted by the CEO's planned 2025 departure and recent share price declines.

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4 AI Use Cases at WPP

Data Integration
2025
Traditional
Generative
Agentic
Outcome
Costs
By leveraging AI-driven identity solutions, WPP improves the integration and activation of first-party and third-party data, enabling more accurate audience segmentation and decision-making beyond traditional ID-based targeting. [1][2]
Media Optimization
2025
Customer Facing
Traditional
Generative
Agentic
Outcome
Revenue
WPP employs AI to unify media, data, and production, enabling personalized media placement, effective targeting, and optimization of advertising spend through AI-powered platforms like WPP Open and Open Intelligence. [1][2]
Content Generation
2024
Customer Facing
Traditional
Generative
Agentic
Outcome
Revenue
WPP utilizes AI-driven generative models to automate and scale the production of marketing content including text, images, and videos to exponentially increase output and personalize brand messaging. [1][2]
Creative Workflow
2024
Traditional
Generative
Agentic
Outcome
WPP integrates AI technologies to augment human creativity by automating routine tasks within creative workflows, enhancing human insights, and enabling faster adaptation to creative briefs. [1][2]

Timeline

2025 Q4: no updates

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 as a fully integrated AI-powered media company managing $60 billion in media investments, introducing Open Intelligence, an AI identity solution enhancing targeting beyond ID-based methods, supported by partnerships with Meta, Google, Microsoft, and TikTok; despite innovations, CEO Mark Read announced his upcoming departure amid industry and market pressures.

2025 Q1

1 updates

WPP deepened generative AI capabilities with a strategic investment in Stability AI, and integrated its proprietary AI-powered marketing platform, WPP Open, unifying creative and media functions aiming to enhance client outcomes without replacing human creativity.

2024 Q4: no updates

2024 Q3

1 updates

WPP reinforced its philosophy of AI augmenting human creativity, focusing on empathy and automation convergence rather than replacement.

2024 Q2

1 updates

Launch of AI-powered Production Studio, in partnership with NVIDIA and Google, enabling generative creation of text, images, and video; focus on automating content creation with real-time data integration to amplify scale and personalization.

2024 Q1

1 updates

WPP committed £250 million annually to AI, positioning AI as a core deal-winning capability with investments in data and technology to elevate advertising leadership.

2023 Q4: no updates

2023 Q3: no updates

2023 Q2

1 updates

WPP partnered with NVIDIA to co-develop a generative AI content engine leveraging NVIDIA Omniverse to empower creative teams with advanced AI capabilities.

2023 Q1

1 updates

Mark Read emphasized AI as fundamental in revolutionizing WPP’s advertising approach, helping win clients eager to deploy AI-driven solutions.