Evolving Agencies

‘Humans at the helm, agents in the loop’: WPP is testing a buyer agent for video, but it’s bigger bet is on governance

Marketers are nervous about agentic media buying. WPP is betting governance is the answer. 

Related Coverage

• WPP Media launches its ‘Manhattan project’ tech solution into a crowded AI market
• Why WPP’s AI boss believes agents are still in the ‘teenage sex’ stage of development
• Digiday Programmatic Marketing Summit May Recap: How marketers are navigating agentic ad buying