WPP launches AI platform to target new markets amid financial struggles

WPP launched a new artificial intelligence-powered marketing platform on Thursday, aiming to attract a wider range of clients as it navigates a sharp downturn in advertising spending.

The new product, WPP Open Pro, allows brands of all sizes to plan, create, and publish marketing campaigns directly, expanding access to tools previously used by the advertising giant's large corporate clients.

The move is a key part of a turnaround strategy under new CEO Cindy Rose, who joined from Microsoft in September to steer the company through a period of declining client spending that recently forced it to slash its full-year forecast.

WPP said the platform is designed to increase its addressable market by catering to smaller businesses and startups that may not have previously had the resources to use its services.

"This is about transforming how marketing is delivered, expanding our total addressable market, and giving more brands the tools they need to lead in the AI era," CEO Cindy Rose said in a statement.

The platform uses AI to help users develop campaign strategies, generate on-brand content, and publish advertisements directly to major ad platforms, according to the company.