British advertising titan WPP is rolling out a self-serve version of WPP Open, its AI-powered marketing platform.
Unveiled Thursday, WPP Open Pro is a platform marketers can use to build campaigns, develop creative assets, and activate on their own, with the help of AI.
The platform is designed to streamline the entire marketing process, from ideation to execution, with the help of automated tools.
Users can craft campaign strategies with the help of AI agents that pull from a well of proprietary WPP data, partner data, and broader industry insights. Then, the platform can help marketers generate branded content for various channels.
To deploy campaigns created within the system, users can publish directly to major ad platforms. WPP Media clients can also connect to WPP’s Open Media Studio, which offers more advanced audience identification, bid optimization, and programmatic management.
Image- and video-generating features in WPP Open Pro are powered by a range of generative AI models, including Google’s Imagen and Veo platforms, OpenAI’s DALL-E, Sora, and GPT Image, Adobe Firefly, and others. Text generation, meanwhile, relies on Google’s Gemini, Anthropic’s Claude, and OpenAI’s ChatGPT.
Courting Small Business
WPP expects the tool to meet the needs of smaller enterprises and performance marketers who don’t need the high-touch managed service version of the program—and might also find uses in the organizations of existing WPP clients.
“We often don’t service the entirety of a client’s business, so it gives us reach into business units and areas that we might not service already,” said Matt McNeany, who helms the Open Pro project at WPP.
He added that smaller businesses open up a new market for WPP beyond its typical slate of Fortune 500 clients. “Now they can get access to professional-grade tools and AI capabilities, and do that in a pretty straightforward way.”
Users pay a fee to access the tool and are charged by usage, though WPP declined to share specific pricing details.
