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Professional services / Advertising and marketing

WPP: A shared AI platform for advertising work

Company
WPP
Country
United Kingdom
Adoption stage
In operation
Source published
In use from
Date basis
The year of the report or the written reply.
How the source was checked
Read the full source text

The work problem

At WPP, planning, production, media and data work were split across many agencies. Silos formed and there was waste from doing the same work twice. It was difficult to give clients a service that ran end to end.

Technology and data

WPP Open is a marketing platform that ties people, capabilities and clients into a single experience. WPP acquired the data collaboration company InfoSum and made it Open Intelligence, the underlying data layer of WPP Open. It also formed technology partnerships with Google and TikTok. On top of this it opened Agent Hub, in the form of an internal app store. Among the thousands of AI agents built by agencies and teams with no-code tools, the best ones are used across the whole company. The first Super Agents released include agents for brand analysis, behavioural science, analogy and idea generation. The brand analysis agent uses about 30 years of Brand Asset Valuator data. Every agent goes through a validation procedure. A senior specialist approves it and checks the licensing of knowledge sources, client data security and the accuracy of results.

Results

WPP said it spent about £300 million in cash on AI, data and WPP Open in 2025, more than the £250 million of 2024. The annual report states that 71,000 people use the platform regularly. That is about 90 percent of client-facing staff, up from 33 percent a year earlier. At the time Agent Hub was announced, internal users exceeded 75,000 and Nestlé and The Coca-Cola Company had adopted it. The target is clients plus 100,000 WPP employees.

Limits and open questions

Agent Hub has only just opened, so there are no performance figures yet. The user numbers indicate adoption scale, and figures tying them directly to client advertising performance are not in the source.

Sources

Compiled from public sources. These are not results from ATF Works customers.

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