WPP reduces reliance on freelancers, deploys 50,000 AI agents to boost efficiency

Over the past 12 months, the company achieved a 13% drop in freelance usage, and deployed over 50,000 AI Agents, reveals its financials

by e4m Staff
Published: Aug 7, 2025 5:56 PM | 2 min read

As macroeconomic headwinds pressure global holding companies to protect margins, WPP has doubled down on internal efficiency to defend profitability and reduction in its reliance on external freelancers—a cost head that has long burdened agencies, especially in lower-cost markets.

Over the past 12 months, the company achieved a 13% drop in freelance usage, contributing to an overall 25% decline over the past two years. As of H1 2025, freelancers account for just 6.7% of WPP’s total workforce, down from 8.2%, the company said in its 2025 interim Q2 report released on Aug 7.

Most agencies rope in freelance marketers to handle smaller clients and in low-cost markets such as tier 2 and tier 3 cities in India.

Notably, WPP has reported a 7.8% drop in revenue for the first half of FY25 in its interim results, with like-for-like (LFL) revenue down 2.4%, reflecting continued client caution and broad-based softness across geographies and verticals.

In parallel, WPP is harnessing artificial intelligence to reshape workflows and drive productivity gains across functions. The launch of AgentBuilder Pro—an upgrade to its existing tool within the WPP Open ecosystem—has enabled the creation of over 50,000 AI agents. These virtual agents are now embedded across financial operations, HR, IT support, account management, and even client-facing creative and media planning processes.

This AI deployment aligns with WPP’s broader innovation agenda, which includes proprietary tools like WPP Open Creative Studio and WPP Open Media Studio, as well as partnerships with technology majors including Adobe, Google, Microsoft, Nvidia, IBM, and OpenAI.

https://www.exchange4media.com/advertising-news/wpp-reports-nearly-8-revenue-decline-in-h1-fy25-amid-client-caution-global-slowdown-146170.html