WPP has used its proprietary data, strategic offer and institutional best practices to develop the AI agents, which are hosted on the WPP Open platform.

The company has initially launched with a set of tools that include a brand analytics agent, which offers employees and clients access to around 30 years of brand equity data from WPP’s Brand Asset Valuator.

Another such agent, focused on behavioural science, applies frameworks from Ogilvy’s practice and aims to help teams better understand human behaviour and motivation.

WPP said the WPP Open platform has “over 75,000 users” across the company, including over 90% of client-facing staff, and has been adopted by clients including Nestlé and The Coca-Cola Company.

Existing WPP Open clients will gain immediate access to the AI agents. WPP is also working with some clients who want to co-create and train customised agents using their own data and specific brand guidelines.

Stephan Pretorius, chief technology officer, WPP, said: “Every agent in our hub is human-driven, encoding the decades of insight, judgement and expertise of our people to solve real client problems.”

Pretorius added that the agents would ensure strategies are built on a foundation of the company’s “collective intelligence”.

Elav Horwitz, chief innovation officer, WPP, added: “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.”