Las Vegas, United States — WPP has launched Agent Hub on its AI marketing platform, WPP Open, giving clients access to advanced agentic AI built on decades of the company’s proprietary expertise.
Designed as an internal app store, Agent Hub serves as a central library of AI agents that codify WPP’s collective intelligence, drawing on its data, strategic capabilities and institutional best practice.
The platform is available to clients worldwide and WPP’s 100,000 employees, delivering continuous access to WPP-verified expertise.
Agent Hub debuts with a curated suite of ‘Super Agents’, including tools for brand analytics, behavioural science, strategic analogies and creative ideation.
These agents draw on assets such as WPP’s Brand Asset Valuator data, Ogilvy’s behavioural science frameworks and 150 years of creative intelligence to support more precise and effective marketing outcomes.
The launch builds on WPP’s bottom-up innovation model. Since WPP Open was introduced, teams across the company have created thousands of bespoke AI agents using no-code tools. Agent Hub consolidates the strongest of these into enterprise-grade solutions available across the organisation.
Each agent undergoes a rigorous validation process, including expert approval, data and privacy compliance and quality assurance, to ensure outputs are commercially safe and grounded in real-world brand and business understanding.
“Agent Hub is how we deliver WPP excellence at scale for our clients. This is about human brilliance, amplified by AI, enabling us to offer clients commercial models based on business outcomes, not simply time and materials,” said Stephan Pretorius, chief technology officer, WPP.
Pretorius added, “Every agent in our Hub is human-driven, encoding the decades of insight, judgement and expertise of our people to solve real client problems. We’re supercharging the very best of WPP, ensuring that every strategy is built on a foundation of our collective intelligence.”
WPP Open is already used by more than 75,000 employees, including over 90% of client-facing staff, and has been adopted by clients such as The Coca-Cola Company and Nestlé.
“Our approach to AI is an open canvas, not a black box. 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. It’s innovation, democratised.” said Elav Horwitz, chief innovation officer, WPP.
Existing clients will gain immediate access to Agent Hub, while WPP also continues to work with clients to co-create customised agents using proprietary data.
