The AI-Empowered Agency

Marketing is at a pivotal moment. Rapid advances in AI technologies are fundamentally transforming how we work and are opening new horizons of creativity and imagination.

Yet, even as these AI tools deliver a step change in productivity, today’s CMOs face unprecedented challenges. They are under immense pressure to deliver growth, drive standout creativity and navigate increasingly complex customer journeys – all while leading their organisations through a transformative AI revolution.

By combining cutting-edge AI capabilities with human ingenuity, WPP is empowering CMOs to unlock new levels of efficiency, personalisation and growth.

Our report The AI-Empowered Agency: 6 Principles for a Transformed Future brings together expert insights from leaders across WPP agencies with real-world examples of AI-powered marketing and business transformation in action today.

The report offers a framework for understanding how AI could redefine traditional agency models and likely reshape the way marketing services are sold.

1. Evaluation will transcend the traditional pitch

In the era of AI, agencies will be assessed on their ability to integrate technology capabilities with multidisciplinary teams to deliver end-to-end solutions. Transparency, ethical AI governance and alignment with client values will form the foundation of these partnerships, ensuring both trust and measurable outcomes.

2. Nothing will be ‘out of scope’

AI has ushered in an era of abundance, where creative production is no longer constrained by time, cost or resources. Generative AI enables limitless experimentation and infinite content creation, allowing brands to engage audiences with highly tailored, contextually relevant campaigns at scale. By automating repetitive tasks, agencies can place even greater focus on delivering bold, impactful ideas that resonate deeply with consumers and reach beyond traditional marketing functions.

3. Deadlines are redefined

Linear workflows are giving way to agile, iterative processes powered by AI agents and collaborative platforms, like WPP Open. These systems enable real-time collaboration between clients, creatives and AI tools, dramatically accelerating timelines while maintaining high-quality outputs. By integrating strategy, production and media into a single workflow, agencies can deliver faster, smarter and more effective campaigns.

4. Multiskilled agency talent will smash through traditional silos

The traditional agency model is evolving. Siloed teams and rigid hierarchies are being replaced by fluid, cross-functional collaborations that combine human expertise with AI capabilities. Multiskilled M-shaped talent – individuals with deep expertise across multiple domains – will play a critical role in bridging strategy, creativity and technology. This new model fosters seamless integration, empowering agencies to deliver holistic solutions that extend beyond marketing to broader business challenges.

5. Personalisation will get more personal, without personal data

As privacy regulations tighten and third-party cookies disappear, AI-empowered agencies are pioneering a new approach to personalisation that does not rely on personal data. Using federated learning and contextual AI, agencies can deliver hyper-relevant, privacy-safe campaigns that resonate with audiences based on behaviours, contexts and moments – not identities. This shift represents a future where personalisation is more meaningful, ethical and effective.

6. Marketing will be the last budget cut

By integrating AI into every stage of the marketing process, agencies can empirically connect their work to business growth. This allows for new commercial models that align costs with outcomes, such as value-based remuneration, subscription services or even joint ventures between agencies and brands.

Underpinning all these advancements is a commitment to responsible AI governance, ensuring that technology is deployed ethically and transparently. At its core, it’s about using AI as tools to empower human employees and enable brands to achieve unprecedented levels of personalisation, scale and impact.

This is not a distant vision; it is happening now. WPP is already delivering transformative results for clients through its proprietary platforms, such as WPP Open, and its investment in cutting-edge AI capabilities. By embracing these principles, WPP and its clients are shaping the future of marketing together – a future where creativity, technology and humanity converge to drive measurable growth and the certainty of business success.