WPP integrates Meta AI into WPP Open

The initiative is designed to help marketers analyse campaign performance, identify effective creative approaches and develop new concepts using AI-driven insights

WPP is expanding its partnership with Meta, becoming the first advertising company to pilot a new AI-powered creative strategy and optimisation solution that will be integrated into WPP Open, the group's marketing platform.

The initiative is designed to help marketers analyse campaign performance, identify effective creative approaches and develop new concepts using AI-driven insights. Meta is currently testing the solution with WPP and Unilever, with broader availability planned in the coming months.

Partnership targets creative performance at scale

The collaboration comes as advertisers face increasing complexity across digital platforms. According to Meta, global advertising impressions across its platforms increased by 19 per cent in the first quarter of 2026, while more than 3.5 billion people use at least one Meta app each day.

The planned integration will allow WPP teams to translate campaign performance data into creative recommendations, helping agencies identify successful content, generate new ideas and validate concepts through testing.

New capabilities added to WPP Open

The solution includes a dedicated environment for creative strategy and optimisation, enabling creative and media teams to work from shared campaign insights and apply findings in real time.

Another feature, described as brand memory, analyses existing advertising assets to understand a brand's identity and tone. These insights can then be applied to future creative development while maintaining consistency across campaigns.

The platform has also been designed to fit within existing agency workflows, allowing teams to diagnose, generate and scale creative assets without introducing additional processes.

Unilever joins as inaugural client

Unilever will be the first client to access the integration, receiving beta access and participating in the development of the product.

Selina Sykes, Global VP, Digital, Social and AI Transformation, Beauty & Wellbeing, Unilever: "We believe the future of advertising lies at the intersection of creativity and technology. Being an early partner with WPP for Meta’s latest tool gives us the opportunity to shape a solution that helps our brands move faster, create smarter and connect with consumers more effectively across the platforms where they spend their time."

Focus on connecting creativity and media

Elav Horwitz, Chief Innovation Officer, WPP: "The future of creative effectiveness is here, and it starts with better insights, not just what worked, but why. From there, the best ideas emerge. And with the right tools, those ideas move faster from brief to impact than ever before. With this newest Meta solution, we are arming our teams with a deeper understanding of what is performing well for our clients and why, so they can make smarter, more effective creative decisions, faster. This is how we close the gap between creativity and media, turning insights into ideas and ideas into measurable impact."

Nick Baughan, Director of Global Agencies, Meta: "Creative teams shouldn't have to wait for a readout to know what's landing. We're putting Meta's creative intelligence directly into the tools WPP account teams already use, cutting the distance between insight and action so they can move faster for their clients."

The integration forms part of WPP's broader strategy to embed AI capabilities into its marketing platform and provide clients with access to data-driven creative intelligence across campaigns.

www.wpp.com

www.meta.com

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