WPP launches Open Pro to put AI marketing power directly in clients’ hands

WPP is throwing open the doors to its AI engine, unveiling WPP Open Pro, an AI marketing platform designed to let brands plan, create and publish campaigns independently.

The move is arguably one of the biggest yet in how global agency networks commercialise AI and expands WPP’s reach beyond its traditional agency model, opening its proprietary AI tools and creative systems to brands of all sizes.

The move positions WPP as the first major holding company to democratise access to its marketing technology stack, offering a direct entry point for brands that may not have previously had the scale or budget to work with its agencies.

WPP CEO Cindy Rose said Open Pro represents both an evolution in WPP’s own business model and a broader transformation in how marketing services are delivered.

“The rapid acceleration of technology is fundamentally reshaping our industry and WPP is embracing the opportunity to lead that change,” she said.

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"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, the group’s existing AI marketing platform, Open Pro packages three connected capabilities - AI-powered strategy, automated content creation and direct publishing - into a single interface. Users can access WPP’s foundational data to plan campaigns, generate on-brand content across channels and publish directly to major ad platforms or WPP’s Open Media Studio for managed execution.

WPP chief technology officer Stephan Pretorius said Open Pro stands apart from competitors by connecting the entire marketing process from strategy to delivery.

“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,” Pretorius said. “It gives marketers control, speed and scale with enterprise-grade quality.”

The launch highlights WPP’s push to evolve from a service-based holding company into a hybrid technology and media platform, capable of scaling its AI infrastructure across both enterprise and emerging brands.

Open Pro also aims to cater to distinct business units and regional teams within global clients, offering flexibility to localise and personalise content while maintaining global brand compliance.

For smaller brands, startups and ecommerce marketers, it provides direct access to professional-grade creative tools and WPP’s data intelligence - a move that could further blur the line between agencies, SaaS platforms and creative automation tools like Canva and Adobe Firefly.

Analysts say the launch could unlock new revenue streams for WPP and reshape how agencies monetise intellectual property and technology in the AI age.