Credit: julien Tromeur on Unsplash
WPP has launched an ' Agent Hub' on its AI marketing platform, WPP Open. It works as an internal app store for AI agents which capture and apply the agency’s marketing strategy.
Agent Hub features a set of ‘Super Agents’, providing clients and the network’s 100,000 global workforce with WPP-verified approaches for marketing briefs.
These include, a brand analytics agent, the behavioural science agent and an analogies agent, acting as a strategic muss.
The creative brain agent focuses on creative intelligence for non-obvious connections and lateral leaps.
Agent Hub expands on WPP’s bottom-up approach to innovation. Its agencies and teams have already built bespoke AI agents to improve personal productivity and creativity on the platform.
Each agent adheres to industry standards to ensure they are expert approved, data and privacy compliant and quality assured.
“Agent Hub is how we deliver WPP excellence at scale for our clients,” said Stephan Pretorius, chief technology officer at WPP.
“This is about human brilliance, amplified by AI, enabling us to offer clients commercial models based on business outcomes, not simply time and materials.
"Every agent in our Hub is human-driven, encoding the decades of insight, judgement and expertise of our people to solve real client problems. We're supercharging the very best of WPP, ensuring that every strategy is built on a foundation of our collective intelligence.”
WPP Open has more than 75,000 users, adopted by clients that include The Coca-Cola Company and Nestlé.
“Our approach to AI is an open canvas, not a black box,” said Elav Horwitz, chief innovation officer at WPP.
“WPP Open’s Agent Hub is how we harness our people’s creative energy, curating the very best ideas and making them available to everyone. It’s innovation, democratised.”
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