As marketing organizations race to operationalize artificial intelligence at scale, access to trusted expertise is becoming just as important as access to technology itself. That shift is at the center of WPP latest announcement with the launch of Agent Hub on WPP Open, its AI platform for marketing. The new capability is designed to give clients direct access to WPP agentic AI marketing expertise by transforming decades of institutional knowledge into deployable AI agents that support more precise and outcome driven work across the global marketing ecosystem.
Agent Hub functions as an internal app store that codifies WPP proprietary data, strategic frameworks, and best practices into advanced AI agents. By doing so, WPP aims to democratize its collective intelligence, making the best of the organization continuously available to both clients and its global workforce of 100,000 employees. According to the company, Agent Hub represents WPP expertise always on, delivering consistent value across briefs, markets, and disciplines.
At launch, Agent Hub introduces a curated group of Super Agents that reflect WPP most established areas of strength. These agents are designed to support brand strategy, creative development, behavioral insight, and ideation by embedding proven methodologies and long standing research directly into AI powered workflows. The intent is to help teams move faster while grounding decisions in validated insight rather than generic automation.
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Agent Hub builds on WPP bottom up approach to AI innovation. Since the launch of WPP Open, agencies and teams across the company have created thousands of custom agents using no code tools to improve productivity and creativity. The Super Agents available through Agent Hub are drawn from the most effective of these internal experiments, refined and made accessible to the entire organization.
To ensure trust and commercial safety, WPP emphasized that every agent available through Agent Hub undergoes a rigorous validation process. This includes approval by senior subject matter experts, confirmation that data sources are licensed and compliant, and quality assurance testing to ensure consistent and accurate outputs. WPP positions this governance framework as essential for clients that need confidence in how AI influences brand decisions and business outcomes.
“Agent Hub is how we deliver WPP excellence at scale for our clients. This is about human brilliance, amplified by AI, enabling us to offer clients commercial models based on business outcomes, not simply time and materials. Every agent in our Hub is human driven, encoding the decades of insight, judgement and expertise of our people to solve real client problems. We’re supercharging the very best of WPP, ensuring that every strategy is built on a foundation of our collective intelligence,” said Stephan Pretorius, Chief Technology Officer at WPP.
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WPP Open already has more than 75,000 users, including over 90 percent of client facing staff, and has been adopted by major global brands such as Nestlé and The Coca Cola Company. Existing WPP Open clients will automatically gain access to Agent Hub, while WPP is also working with select clients to co create custom agents trained on proprietary brand data.
Elav Horwitz, Chief Innovation Officer at WPP, added, “Our approach to AI is an open canvas, not a black box. WPP Open’s Agent Hub is how we harness our people’s creative energy, curating the very best ideas and making them available to everyone. It’s innovation, democratised.”
With Agent Hub, WPP is signaling how the next phase of agentic AI in marketing will be defined not just by automation, but by the ability to scale trusted human expertise across every client engagement.
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