WPP hedges bets on AI to make ‘pixel-perfect ads’, no agency needed
WPP Open Pro promises “beautiful, thumb-stopping ads” using AI
A cheery, Scottish-accented voice sets the scene for WPP’s pitch: marketers can now create “beautiful, thumb-stopping ads” without ever interacting with an account manager.
In a promotional video for its newly launched AI-powered marketing platform, WPP Open Pro, the holding company promises that “AI agents find opportunities, build insights and create competitive advantage … delivering pixel-perfect ads for every channel.”
It’s a simple spot for a simple premise: WPP is effectively offering a “self-serve” technology platform that unifies marketing strategy development, audience evaluation and content creation with a complexity – and apparently price – suitable for smaller brands.
1) Please spell my name correctly
2) I outlined many ways in the article in which they COULD build durable advantage
3) I’ve also vocally said that I think WPP Open to end users is a strategically brilliant move – has that been missed?
Cindy Rose needs to look way beyond AI. It’s not the industry panacea it appears.
Far more attention needs to be focussed on getting fewer ads thrust at the hapless consumer and more attention from them. The ads per se are not important.
The death of Hold Co’s is not exaggerated