WPP Launches AI-Powered Agent Hub on WPP Open to Democratise Agency Expertise

WPP Expands Its AI Capabilities with Agent Hub

WPP has unveiled a new AI-powered Agent Hub within its marketing platform, WPP Open, marking a significant step in making agency expertise more accessible across its global network. The Agent Hub is designed to bring WPP’s deep strategic, creative, and analytical knowledge directly to both clients and internal teams—on demand and at scale.

Positioned as an internal AI “app store,” the Agent Hub hosts a curated collection of AI agents built using WPP’s proprietary data, proven frameworks, and industry best practices developed over decades.

From Custom AI Experiments to Scaled Intelligence

Over the past year, WPP agencies and teams have created thousands of custom AI agents using WPP Open’s no-code AI tools. These agents were developed to support tasks ranging from brand strategy and consumer insight to creative ideation and campaign planning.

The newly launched Agent Hub consolidates this innovation into approximately 150 ready-to-use AI agents, including a premium category of “Super Agents.” These advanced agents are designed to deliver deeper strategic thinking, creative intelligence, and cross-disciplinary insights.

Inside WPP’s “Super Agents”

The first set of Super Agents reflects WPP’s core strengths across branding, behavioural science, and creativity:

• Brand Analytics Agent

  This agent leverages WPP’s Brand Asset Valuator (BAV)—the world’s largest and most comprehensive brand equity database. It enables teams to make more informed brand and creative decisions grounded in real-time brand performance insights.

• Behavioural Science Agent

  Built on frameworks from Ogilvy’s behavioural science practice, this agent helps decode human behaviour, motivations, and decision-making patterns—supporting more effective communication strategies.

• Analogies Agent

  Designed as a strategic inspiration tool, the Analogies Agent identifies parallels across industries and categories, helping teams unlock fresh thinking and innovative solutions.

• Creative Brain

  Serving as an always-on ideation partner, Creative Brain taps into more than 150 years of collective creative intelligence across WPP’s agencies to support concept development and storytelling.

Breaking Down Agency Silos with AI

Stephan Pretorius, Chief Technology Officer at WPP, describes the Agent Hub as a way to deliver “the best of WPP” to everyone across the organisation. Instead of expertise being confined within individual agencies or teams, the platform enables shared access to specialist knowledge across disciplines and markets.

This approach not only improves efficiency but also ensures that clients benefit from WPP’s full breadth of capabilities—regardless of geography or agency structure.

Built for Trust, Safety, and Commercial Use

To ensure reliability and responsible AI usage, every agent within the hub undergoes a rigorous validation process. This includes expert review, data governance and compliance checks, and quality assurance testing.

These safeguards ensure that AI-generated recommendations are grounded in real-world expertise, aligned with brand safety standards, and suitable for commercial application.

Custom AI Agents for Clients

The Agent Hub is immediately available to existing WPP Open users, including both internal teams and clients. Beyond pre-built agents, WPP is also collaborating with clients to co-create custom AI agents tailored to proprietary datasets, workflows, and brand guidelines.

This allows brands to embed their own intelligence directly into AI tools—enhancing consistency, speed, and strategic alignment.

Scaling Human Creativity, Not Replacing It

Elav Horwitz, Chief Innovation Officer at WPP, notes that the Agent Hub reflects the company’s belief in “democratised innovation.” Rather than relying on opaque or black-box AI systems, WPP’s approach focuses on scaling human creativity and expertise using transparent, trusted AI tools.

Why WPP’s Agent Hub Matters for the Marketing Industry

WPP’s Agent Hub signals a broader shift in how global agencies are using AI—not just as a productivity tool, but as a way to institutionalise knowledge, enhance collaboration, and deliver smarter outcomes for brands.

By combining proprietary data, human expertise, and AI at scale, WPP is redefining how agency intelligence can be accessed and applied in the modern marketing ecosystem.