WPP has revealed its next step in its pursuit to be the leading global advertising agency when it comes to using artificial intelligence (AI).
The world’s largest agency group is integrating Anthropic’s Claude AI model family into its intelligent marketing operating system, WPP Open.
Commercial details haven't been revealed.
WPP is spending £250 million (AUD480 million) each year on AI, which the group believes will enhance, not replace, human creativity.
The company sees an opportunity to sell AI-driven products and services and to capture more growth in areas such as production.
The emergence of AI has sparked a race to be the top digital dog with mechanical intelligence.
Analysts expect advertising industry enthusiasm will result in job losses but this will be applied unevenly, with some, such as creative problem-solving roles, thriving.
Brands now expect more versions of a piece of creative, serving different markets or segments, from their agencies. And this is where AI fits in workflows.
WPP’s latest move with Claude, including Opus, Sonnet and Haiku, puts more AI tools in the hands of WPP’s 114,000 marketing talent across its network of agencies.
WPP says Claude will improve the efficiency of tasks, ranging from ideation and content generation to copywriting and design.
Claude Opus, Sonnet and Haiku can understand and interpret complex briefs and produce high-quality content, as well as process a range of formats including photos, charts, graphs and technical diagrams.
Claude 3, to be integrated via Amazon Bedrock into WPP Open, joins other models within WPP Open including OpenAI’S GPT-4 and DALLE 3, Google’s Gemini family and Imagen 2, and Stability AI’s SDXL 1.0.
WPP in 2021 acquired Satalia, a leading UK AI company, are at the heart of our competitive offer.
And in April this year, WPP and Google Cloud got together to further develop AI-driven marketing, joining Google’s Gemini with WPP Open
“At WPP, we are constantly seeking ways to push the boundaries of creativity and deliver exceptional results for our clients,” said Stephan Pretorius, chief technology officer at WPP, of the latest announcement.
“By working with world-leading technology companies like AWS and Anthropic, we are harnessing the power of cutting-edge AI to enhance our processes, empower our people and drive innovation.”
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