Read did admit that the wide offering of AI-powered services across the advertising sector by WPP and its competitors could confuse clients as they attempt to differentiate between the offers, and WPP needed direct conversations to showcase investments in services such as Satalia in order to show what the business could be capable of.
Discussing OpenAI’s release of Sora—an AI model that can create realistic and imaginative scenes from text instructions—and its potential threat to production services, Read said that the emergence of the capability was no surprise. He added that WPP would need to demonstrate the potential of its own technology soon, citing the videos produced alongside NVIDIA as an example of its own brand-accurate and safe offer.
“That’s a more productive route to go down, albeit Sora is very impressive and it highlights the potential,” he commented, adding his continued belief that the AI would augment human creativity.
“The Super Bowl was a good reminder that creativity is what matters. A race to the bottom of producing work at the lowest possible cost is not going to help brands differentiate themselves. But it will be a tool that we use to help to create work for clients much more cost-effectively,” he said.
WPP Open, the company’s AI-powered platform, is being used by more than 30,000 people across the business while also growing its adoption by clients.
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