WPP has announced the launch of Agent Hub on its AI platform for marketing, WPP Open.

Designed to harness and scale WPP’s collective intelligence, this internal app store will act as a central library, democratising the agency's expertise by codifying decades of proprietary data, strategic capabilities and deep institutional best practice into advanced AI agents. 

Agent Hub is launched with a curated set of ‘Super Agents’, instantly arming clients and the company’s 100,000 global workforce with cutting-edge WPP-verified approaches to deliver superior work across any brief. The initial agents include - Brand Analytics Agent, Behavioural Science Agent, Analogies Agent, and Creative Brain.  

Stephan Pretorius, chief technology officer, WPP, said,  “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. 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.” 

Elav Horwitz, chief innovation officer, WPP, said, “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.”