WPP to pilot Meta’s AI creative tool, integrating it into WPP Open platform

WPP has announced an expansion of its partnership with Meta, becoming the first advertising network to pilot Meta’s new AI-led creative solution, aimed at improving ad performance through real-time insights and optimisation.The tool, currently in testing, will be integrated into WPP Open, the company’s agentic marketing platform, allowing agency teams to directly analyse campaign performance data and translate it into actionable creative strategies.The move comes amid rising scale and complexity in digital advertising. WPP noted that global ad impressions across Meta platforms grew 19% in Q1 2026, with over 3.5 billion people using at least one Meta app daily, highlighting the need for more efficient and data-driven creative optimisation.The new integration is designed to help marketers move beyond intuition-led decision-making. It allows teams to identify high-performing creatives, generate new concepts and validate them through testing, all within existing workflows.Key capabilities of the solution include a dedicated workspace for creative strategy and optimisation, where campaign insights can be translated into real-time decisions. It also features “brand memory,” which analyses past campaigns to understand a brand’s tone and identity, enabling consistent creative output at scale.Importantly, the system is designed to be agency-ready, allowing WPP teams to deploy AI-driven insights without restructuring existing processes.Unilever will be the first client to use the tool, receiving early access and helping shape its development. The company will leverage the integration to strengthen its technology-led and creator-driven marketing approach.Selina Sykes, Global VP, Digital, Social and AI Transformation, Beauty & Wellbeing at Unilever, said the partnership underscores the growing convergence of creativity and technology. “Being an early partner gives us the opportunity to shape a solution that helps our brands move faster, create smarter and connect with consumers more effectively,” she said.From WPP, Elav Horwitz, Chief Innovation Officer, said the tool enables deeper understanding of creative performance. “The future of creative effectiveness is here. We are arming our teams with a deeper understanding of what is performing well and why, so they can make smarter decisions faster,” he said.Meta highlighted that the integration is aimed at reducing lag between insight and execution. Nick Baughan, Director of Global Agencies at Meta, said, “We’re putting Meta’s creative intelligence directly into the tools WPP teams already use, cutting the distance between insight and action.”The solution is currently being tested with WPP and Unilever, with a broader rollout planned in the coming months.Also read: Meta scales practical AI ad tools, unifies creator ecosystem and expands business agents