WPP has launched Agent Hub on its AI marketing platform, WPP Open. The company says Agent Hub is an internal app store where users can access AI agents built using WPP’s proprietary data, strategic frameworks, and internal best practices. It is designed to make these AI agents available to both clients and the company’s global workforce.

How Agent Hub works

According to WPP, Agent Hub functions as a central library of AI agents. Each agent is designed to perform specific marketing tasks or provide insights. Users can select agents from the library to support tasks such as brand analysis, strategy development, creative ideation, or understanding consumer behaviour.

The idea is to centralise WPP’s expertise in one place. Rather than relying on individual teams or consultants for each project, clients and employees can access AI agents that encode proven approaches and historical insights. WPP describes this as a way to codify the company’s knowledge into tools that are available at any time.

The first set of AI agents

At launch, Agent Hub offers a curated set of “Super Agents.” Each is aimed at a different part of marketing strategy or creative development:

  • Brand Analytics Agent: This agent draws on WPP’s Brand Asset Valuator data to provide insights that inform brand strategy and creative campaigns.

  • Behavioural Science Agent: This agent applies frameworks from Ogilvy’s behavioural science practice. It helps teams understand human behaviour and motivation for client strategies.

  • Analogies Agent: This agent finds inspiration from other industries to generate innovative ideas and cross-sector solutions. The company describes it as a “strategic muse.”

  • Creative Brain: This agent combines WPP’s creative intelligence to assist with ideation and concept development.

According to WPP, these agents are based on tools previously created by WPP teams using no-code AI tools. The company claims Agent Hub brings together the most effective agents and makes them widely available across the company.

Integration and client access

WPP says WPP Open already has more than 75,000 users, including over 90% of client-facing staff. Major clients such as Nestlé and The Coca-Cola Company are already using the platform. Existing clients of WPP Open automatically gain access to Agent Hub’s AI agents.

WPP also reports that it is working with clients to co-create customized agents. These use client-specific data and brand guidelines to generate insights tailored to a client’s marketing objectives.

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