WPP opens AI-powered ad hub in London as dentsu launches same in India
The 34,000-square-foot facility, named Devon's Point, is the first in a planned global rollout of production hubs across markets where WPP operates
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Published: Sep 23, 2026 10:59 AM | 2 min read
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- WPP has launched a 34,000-square-foot AI-powered production hub named Devon's Point in East London, marking the first in a series of planned global production facilities.
- The hub integrates virtual production, generative AI, and traditional filmmaking to enhance content creation for global brands, managed by WPP Production, which employs nearly 10,000 specialists.
- Its capabilities include rapid shooting and editing, modular studio environments, and AI technology that allows for virtual placements of products, reducing the need for physical location shoots.
- This initiative aligns with a broader industry trend of integrating AI in advertising to meet rising demands for personalized content, as exemplified by similar efforts from competitors like Dentsu in India.
The 34,000-square-foot facility is the first in a planned global rollout as advertising groups increasingly integrate AI, creative production and media capabilities to deliver campaigns at scale.
WPP has opened a new AI-powered production hub in East London, bringing together virtual production, generative AI and traditional filmmaking capabilities as the advertising group looks to accelerate content creation for global brands.
The 34,000-square-foot facility, named Devon's Point, is the first in a planned global rollout of production hubs across markets where WPP operates. It will be managed by WPP Production, the company's global production division, which employs nearly 10,000 specialists.
The facility combines rapid shooting and editing capabilities, modular studio environments, AI-powered production technology and dedicated creator collaboration spaces. Its virtual production capabilities allow brands to place physical products within digitally generated environments, reducing the need for location shoots and enabling faster production of campaign assets.
WPP CEO Cindy Rose told Reuters that clients increasingly require content capable of reaching consumers through hyper-local, community-led engagement while also improving brand discoverability across AI-powered platforms.
The investment forms part of Rose's broader turnaround strategy, which included consolidating the company's production capabilities under WPP Production earlier this year.
The London hub will also integrate with WPP Open, the group's AI-powered marketing platform, connecting content production with creative, media and enterprise solutions.
The development comes as advertising holding companies increasingly invest in AI-enabled production infrastructure to meet growing demand for personalised creative assets across digital platforms.
In India, dentsu recently launched Dentsu Performance Studio, a creative-led performance marketing practice combining AI-powered production, creative strategy, media and measurement. The initiative includes a 3,000-square-foot production studio in Bengaluru, designed to produce video, static advertisements and platform-native content at scale.
Dentsu aims to deliver more than 1,000 creative assets monthly through the new practice, using campaign performance data to guide subsequent creative development.
While the two facilities differ in scale and scope, both reflect a broader industry shift towards integrating AI-assisted content production with media execution, as agencies seek to deliver greater volumes of creative assets without proportionately increasing production costs.
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