WPP, the global advertising group, is cutting out the agency with a new AI tool aimed at businesses it doesn’t service.
The UK company has launched WPP Open Pro, a new edition of its AI marketing platform for brands to independently plan and create campaigns in volume.
The DIY platform represents a shift in the industry, with WPP giving clients their own AI-powered delivery models.
WPP is seeking to increase its addressable market of brands that may not have previously had resources to run their own show.
"The rapid acceleration of technology is fundamentally reshaping our industry and WPP is embracing the opportunity to lead that change," Cindy Rose, CEO of WPP said.
"Our talented teams will always be at the heart of what we do, providing world-class strategic and creative partnership to the world's most complex brands with WPP Open at the core.
“Now, we're adding WPP Open Pro to our offer, a powerful new edition that puts our AI advantage directly into the hands of a much wider array of brands and businesses.
“This is about transforming how marketing is delivered, expanding our total addressable market, and giving more brands the tools they need to lead in the AI era."
Built on WPP Open, which will continue to be at the centre of WPP's managed service offering, Open Pro packages three connected functional areas into a simple interface.
Users can access WPP's foundational data and insights to develop campaign strategies, better understand audiences and evaluate competitive landscapes quickly. This is powered by AI agents which draw on WPP's proprietary, partner and industry data.
Marketers can then generate on-brand, channel-specific ads and content in seconds. The platform then allows brands to publish content directly to major ad platforms.
Stephan Pretorius, chief technology officer at WPP, said the platform is an integrated solution for campaign implementation.
"While some companies hide their AI behind service teams or focus on just one part of the journey, WPP Open Pro is an integrated solution for campaign implementation, built to deliver outcomes, not just assets," he said.
"This makes it ideal for clients and brands seeking consistency and compliance at scale, performance marketing teams focused on optimising outcomes, and, crucially, provides smaller, agile marketing teams and emerging brands with direct access to WPP's professional capabilities and intelligence.
“It is simple, intuitive and transformative, giving marketers control, speed and scale with enterprise-grade quality."
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