WPP launches new edition of AI marketing platform - WPP Open Pro

WPP has launched WPP Open Pro, a new edition of its AI marketing platform, WPP Open. 

According to the company, WPP Open Pro has been designed to empower brands of all sizes to plan, create and publish campaigns independently. 

The new platform enables WPP to service the evolving needs of its current client base and increase its addressable market of brands that may not have previously had the resources to benefit from its expertise.

"The rapid acceleration of technology is fundamentally reshaping our industry and WPP is embracing the opportunity to lead that change,” said Cindy Rose, CEO of WPP, in a company release. “Our talented teams will always be at the heart of what we do, providing world-class strategic and creative partnership to the world's most complex brands with WPP Open at the core. Now, we’re adding WPP Open Pro to our offer, a powerful new edition that puts our AI advantage directly into the hands of a much wider array of brands and businesses. This is about transforming how marketing is delivered, expanding our total addressable market, and giving more brands the tools they need to lead in the AI era.”

Stephan Pretorius, Chief Technology Officer at WPP, said: "While some companies hide their AI behind service teams or focus on just one part of the journey, WPP Open Pro is an integrated solution for campaign implementation, built to deliver outcomes, not just assets. This makes it ideal for clients and brands seeking consistency and compliance at scale, performance marketing teams focused on optimising outcomes, and, crucially, provides smaller, agile marketing teams and emerging brands with direct access to WPP’s professional capabilities and intelligence. It is simple, intuitive and transformative, giving marketers control, speed and scale with enterprise-grade quality.”