WPP is amping up its business strategy. As 2026 kicks off, a new suite of AI agents is its first move.
WPP just introduced Agent Hub on its AI platform WPP Open.
But it’s not another watered-down tech demo. It’s an internal app store for agentic AI built on 150+ ready-made agents powered by WPP’s own decades of data, strategy, and creative muscle.
It isn’t fringe hype. It’s the holding company slamming its “collective intelligence” into a product clients can actually use.
Call it what it is: packaged know-how.
The brand analytics agent taps approximately 30 years of proprietary brand equity data. Behavioural science and analogies agents take frameworks that live in human brains. And now they live in AI logic.
Creative brain is basically WPP’s century-plus of creative instinct in software.
The messaging is classic WPP spin with a purpose: “human brilliance, amplified by AI.” They frame it as democratising expertise- no silos, no single guru blocking access. Clients and teams receive these agents instantly, with validation gates and compliance checks to keep outputs trustworthy.
Here’s the real deal: this isn’t about replacing strategists or creatives. It’s about scaling the most intelligent thinking inside WPP across every brief at lightning speed. It’s a defensive play and an offense.
Agencies lose excuses (“We don’t have enough brainpower/data”), and clients get smarter results faster, assuming the agents truly deliver consistently.
But let’s be blunt: agentic AI only matters if it makes work measurably smarter and not just faster. WPP’s pitch is solid: clients get access to deep expertise via software, not only people.
Now the ball’s in the clients’ court-
Will this actually shift outcomes or merely add another layer of tech marketing?
