British advertising giant WPP is launching WPP Open Pro, a self-serve, AI-driven marketing platform that allows marketers to independently build campaigns, create creative assets, and activate them with AI assistance. Unveiled Thursday, the platform aims to simplify the marketing process from ideation to execution using automated tools. WPP Open Pro assists users in crafting campaign strategies by leveraging proprietary WPP data, partner insights, and industry information through AI agents. It also helps generate branded content for multiple channels. Users can directly publish campaigns to major ad platforms and, for WPP Media clients, connect to WPP’s Open Media Studio for enhanced audience targeting, bid optimization, and programmatic management. The platform’s image and video generation features rely on various generative AI models such as Google’s Imagen and Veo, OpenAI’s DALL-E, Sora, GPT Image, Adobe Firefly, among others. Text generation harnesses Google’s Gemini, Anthropic’s Claude, and OpenAI’s ChatGPT. WPP positions Open Pro to serve smaller businesses and performance marketers who do not require the intensive managed service version, broadening its reach beyond traditional Fortune 500 clients. Matt McNeany, head of the Open Pro project, explained that the platform opens access for new business units and markets, offering professional-grade tools and AI capabilities in an accessible format. While users pay a fee based on usage, pricing details remain undisclosed. Google and select WPP clients will pilot Open Pro, with early feedback described as “tremendous. ” Earlier this month, WPP and Google extended their partnership for five years, focusing on advancing AI and cloud marketing technologies, with WPP committing $400 million to integrate Google AI into WPP Open.

Google declined to comment on the rollout. This launch reflects WPP’s strategic push to embrace AI amid financial challenges and client losses in recent years. Since last year’s launch of WPP Open, the platform has evolved, notably adding Open Intelligence—a marketing-specific large language model—and TikTok generative AI integrations. Prominent brands like L’Oréal, LVMH, and Nestlé currently use the platform. WPP Open Pro is among the first major initiatives under new CEO Cindy Rose, formerly of Microsoft and Disney, who took over September 1 following Mark Read’s tenure marked by profit declines, client churn, and tariff pressures. Rose hopes Open Pro’s accessibility will democratize AI marketing tools for a wider array of businesses, potentially boosting WPP’s revenue and market position. A marketing leader from a global brand, speaking anonymously, noted WPP has been actively encouraging the use of WPP Open. McNeany expressed confidence that Open Pro outperforms competitor agencies’ AI marketing offerings. He emphasized the platform’s integration of WPP’s data, partner assets, agentic capabilities, and generative partnerships with leaders like Google and OpenAI, bundling content automation and media activation into a comprehensive solution.