WPP unveils Agent Hub on WPP Open, deploying AI agents trained on decades of proprietary data to support clients and 100,000 employees worldwide.
WPP has launched Agent Hub, a new suite of AI agents within its marketing AI platform, WPP Open, aimed at scaling the company’s collective intelligence across its global workforce and client base.
Positioned as an internal app store, Agent Hub serves as a central library of AI agents that codify decades of WPP’s proprietary data, strategic frameworks, and institutional expertise. The company said the platform is designed to make its world-class knowledge continuously accessible—both to its 100,000 employees and to clients worldwide.
The launch introduces a curated set of “Super Agents,” intended to deliver consistent, high-quality outputs across a wide range of marketing briefs. Among the first agents are tools focused on brand analytics, behavioural science, creative ideation, and cross-industry strategic thinking.
One agent provides on-demand access to roughly 30 years of WPP’s Brand Asset Valuator data, one of the world’s longest-running studies of brand equity. Another draws on behavioural science frameworks from Ogilvy’s practice to help teams better understand consumer motivation. Additional agents are designed to spark creative connections across industries and act as advanced ideation partners informed by WPP’s creative legacy.
Agent Hub builds on WPP’s bottom-up approach to AI innovation. Since the launch of WPP Open, teams across the network have created thousands of bespoke AI agents using no-code tools to support productivity and creativity. The newly introduced Super Agents represent the most effective of these internal tools, now standardized and made available company-wide.
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Emphasis on Responsible AI
WPP said every agent in the Hub undergoes a rigorous validation process before deployment. This includes review by senior subject matter experts, verification that data sources are licensed and privacy-compliant, and testing to ensure accuracy and reliability.
“Agent Hub is how we deliver WPP excellence at scale,” said Stephan Pretorius, chief technology officer at WPP. “This is about human brilliance, amplified by AI—embedding decades of insight and judgment into tools that solve real client problems.”
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WPP Open now has more than 75,000 users across the company, representing over 90 percent of client-facing staff. The platform has already been adopted by major clients including Nestlé and The Coca-Cola Company. Existing WPP Open clients will automatically gain access to Agent Hub, while select clients are also working with WPP to co-create customized agents trained on their proprietary data and brand guidelines.
Elav Horwitz, WPP’s chief innovation officer, said the company’s approach favors transparency and collaboration. “WPP Open’s Agent Hub is an open canvas, not a black box,” he said. “It’s about curating our best ideas and making them available to everyone—innovation, democratised.”
With Agent Hub, WPP is signaling a shift toward AI as a shared operating layer—one that standardizes excellence while keeping human expertise firmly at the core.
