WPP expands AI reach for brands with Open Pro

WPP Open has unveiled WPP Open Pro, a new AI-powered marketing platform designed to help brands create large volumes of on-brand content and rapidly deploy assets at scale - independently.

The new platform expands WPP’s footprint across the global advertising market while offering existing clients a faster, more efficient way to access the company’s suite of creative tools.

WPP CEO Cindy Rose said the rapid acceleration of technology is “fundamentally reshaping our industry” and that WPP is “embracing the opportunity to lead that change.”

“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,” she said.

“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.”

WPP CEO Cindy Rose

One interface, three functions

WPP Open Pro brings together three connected functions in a single, streamlined interface - giving marketing teams the power to:

• Plan with AI-powered strategy: Access WPP’s foundational data and insights to develop campaign strategies, better understand audiences, and evaluate competitive landscapes.

• Create content at scale: Generate on-brand, channel-specific ads and content in seconds, automating production while maintaining brand integrity and performance.

• Publish campaigns: Deploy content directly to major ad platforms with ease.

A ‘transformative’ solution for marketers

WPP chief technology officer Stephan Pretorius described WPP Open Pro as “an integrated solution for campaign implementation, built to deliver outcomes, not just assets.”

“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,” Pretorius said.

“It’s simple, intuitive, and transformative - giving marketers control, speed, and scale with enterprise-grade quality.”

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