WPP has launched a library of artificial intelligence agents, which it has called Agent Hub, as part of its AI platform for marketing, WPP Open. The holding company defines it as an application store that will give access to advanced artificial intelligence agents that will assist the work of its employees and that of its clients around the world.
Agents “democratize” WPP intelligence and experience
WPP has presented Agent Hub within the framework of the CES technology congress, which is being held in Las Vegas between January 5 and 9. The company ensures that its agents will democratize the WPP experience by codifying decades of proprietary data, its strategic capabilities and institutional best practices.
This library of AI agents has been launched with a set of what the agency has called “Super Agents”, which are the result of WPP’s recent years of work in creating AI agents through WPP Open.
They are the following:
- Brand Analysis Agent, providing on-demand access to decades of WPP’s proprietary data related to brand equity, intended to inform strategy and creative development.
- Behavioral Science Agent, which emulates the processes of behavioral scientists to help teams understand people’s behavior and motivation more deeply and create strategies.
- Analogy Agent, with the ability to find inspiration and parallel situations from different industries, promoting innovation and intersectoral thinking.
- Creative Brain, an AI ideation agent that channels years of WPP creative intelligence to find creative solutions.
All of these agents, as explained by WPP in a statement, are subjected to a rigorous validation process aimed at ensuring that the AI that governs them is commercially safe and has a close connection with real knowledge of the world of business and brands.
In this sense, the company states that the solutions available in Agent Hub have been analyzed by senior experts in the field; the sources of knowledge have been verified to be authorized and approved; and has been tested for accuracy for consistent and useful results.
WPP points out that Agent Hub reflects its vision regarding the democratization of innovation, and its way of channeling the creative energy of its teams, making it available to everyone. “It’s human brilliance amplified by AI, allowing us to offer clients business models based on business outcomes, not just time and materials.“Commented Stephan Pretorius, Chief Technology Officer of WPP, in the statement. “Every agent in our Hub is people-powered, leveraging our team’s decades of knowledge, judgment and experience to solve real customer problems.”.
As he explains, current WPP Open users will have immediate access to the bookstore’s agents, which up to 75,000 company employees have also accessed. In addition to the AI agents introduced as part of Agent Hub, WPP also works and collaborates with clients on the co-creation of custom agents.
