WPP Launches AI Agent Hub for Marketing

The new Agent Hub offered by WPP enhances marketing capabilities through human creativity combined with AI tools at a global level.

WPP has introduced a new functionality of its AI-based platform, WPP Open, called Agent Hub, intended to change the marketing and advertisement delivery in its global network. The new offering is a customized package of AI-assisted, WPP-tested strategy, creativity, and implementation services to clients and to the 100,000-strong WPP workforce.

The first entrant consists of the Brand Analytics Agent, which makes available close to 30 years of the proprietary Brand Asset Valuator information to guide the strategy of the brand, and the Behavioural Science Agent, which takes frameworks created by Ogilvy to decode human behavior and motivation. The Analogies Agent and Creative Brain are other tools that are available to stimulate cross-industry thinking and quicken ideation.

Agent Hub is based on the bottom-up innovation model of WPP. Since the release of WPP Open, teams throughout the network have built thousands of custom AI agents with no-code tools, most of which were the basis of creating the Super Agents that are currently being rolled out across the company.

WPP says the platform makes it possible to explore new commercial models that are based on results as opposed to time-based billing and build on the changing nature of marketing and advertisement as a driver of business value.

According to executives, the program is based on the idea that AI can complement rather than substitute human skills at WPP. The company will redefine the manner in which marketing and advertisement strategies are created and executed in a more digitized environment by inserting decades of institutional knowledge into scalable tools.