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LONDON - WPP PLC (LSE:WPP) unveiled WPP Open Pro on Thursday, a new edition of its AI marketing platform that allows brands to independently plan, create and publish advertising campaigns.
The platform enables companies of all sizes to access WPP’s AI marketing capabilities without requiring full agency services, potentially expanding the company’s addressable market beyond its traditional client base.
WPP Open Pro offers three core functions: AI-powered strategy planning using proprietary data and insights, content creation tools that generate brand-compliant ads, and campaign publishing capabilities that integrate with media platforms.
"The rapid acceleration of technology is fundamentally reshaping our industry and WPP is embracing the opportunity to lead that change," said Cindy Rose, CEO of WPP, in a press release statement.
The company positions the new offering as complementary to its existing managed services. WPP Open Pro targets several market segments, including business units within global brands seeking regional campaign adaptation, performance marketers requiring high-volume ad creation, and smaller businesses previously unable to access enterprise-grade marketing tools.
According to WPP, the platform differentiates itself from competitors by providing an integrated solution connecting strategy, content creation and performance optimization in one system.
WPP Open Pro launches as marketing technology companies and agencies increasingly compete to offer AI-powered solutions that automate aspects of the advertising creation process.
The company did not disclose pricing details for the new platform in its announcement.
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