For example,
“ia transforms crafts pub”:
The Global WPP Communication giant accelerates its digital transformation with WPP Open. For example, a platform doped for artificial intelligence that wants to reconcile human creativity and technological performance. Furthermore, The details with Gio Canini, a big boss of WPP Belgium. Therefore,
The investment is substantial: 300 million euros injected into a revolutionary platform to help the WPP group take up the challenge of artificial intelligence. However, to win in the high spheres of global marketing. Furthermore, With a turnover of 17 billion euros in 2024. However, 115,000 employees on the five continents, the British giant is one of the planetary leaders of the communication, in the shoulder-backing with the French Publicis and the American duo Omnicom-Interpublic on board, for a few months already, in a vast merger project.
But between these Pub jerseys, the competition is tough and “ia transforms crafts pub” the challenge of AI necessarily at the agenda. For example, In order not to miss the hyper-technical train, the WPP group has therefore developed a new tool called WPP Open. Consequently, Clearly: a platform designed to deeply transform the way in which the group. In addition, their client companies design, produce and manage their marketing campaigns in the era of artificial intelligence. Similarly, Explanations with Gio Canini, country manager of WPP for Belgium, which employs 1,100 people on our territory.
Trends-Tendances. Meanwhile, What is WPP Open’s primary mission?
Thu Canini. WPP Open is a platform that we have developed to meet the new needs of brands which must manage increasingly complex campaigns. Moreover, while exploiting the potential of artificial intelligence. In addition, The idea is to create a unified environment where all marketing stages. For example, from advertising creation to customer experience management through media purchase, are integrated into “ia transforms crafts pub” a single interface. Furthermore, WPP Open is an intelligent operating system. For example, fueled by AI, which incorporates all offers for service, technology, applications and WPP data in one and the same place. Furthermore, The objective is simple: gain speed, consistency and efficiency.
Concretely, how does it work?
The platform has 300 tools and specialized studios that cover the entire marketing cycle. For example, the Creative Studio makes it possible to imagine ideas, texts and visuals related to the brand. Studio production automates content creation, including 3D or several languages. The Media Studio centralizes planning, purchase and optimization of the media. Experience studio allows you to personalize the campaigns in real time, according to customer data. And then there are other studios dedicated to e-commerce or public relations. What is important is that all these studios are connected. They collaborate in real time to offer a coherent solution, from “ia transforms crafts pub” start to finish.
Is it a real technological and advertising revolution?
Quite ! WPP Open upsets the advertising value chain by connecting talents, tools, data and AI in a unique platform. It is a real revolution. At the ideation stage, we can generate concepts in just a few minutes thanks to AI. In production, the contents are located and automated in record time. In the media, investments are optimized thanks to powerful predictive analyzes. And in distribution, you can personalize on a large scale, up to a billion monthly interactions. And on the analysis side, everything is in real time, which allows you to adjust all this along the way. In summary, everything becomes faster, more collaborative, more measurable and more profitable.
Could you give a very concrete example of the use of this platform?
In high consumption. Unilever and Nestlé use WPP Open for example to produce “ia transforms crafts pub” global campaigns suitable for local markets in a very rapid way. Before, advertising production required expensive filming, multiple translations and manual adjustments for each market. With our platform, we can automate content creation with 3D digital twins and multilingual translations without wasting time. The impact is real. it has also been measured with very precise results: a reduction of 86% within the production times and 75% in costs. Not to mention the creativity that comes out reinforced. because the teams can focus on ideas and no longer on execution. On average, with WPP Open, the teams gain 29% productivity on their strategic and creative tasks.
Isn’t AI risk replacing humans in this new production model?
No, and it’s even the opposite! WPP will always defend and defend a human -centered approach. AI is used to automate what is repetitive – reports, translations, segmentations, etc. – But everything related to “ia transforms crafts pub” strategy, intuition and emotion remains the responsibility of men and women. A creative director can use our canvas tool to explore ideas. but it is always he who decides in the end. With WPP Open. the objective is not to replace humans, but to release time for the best: to create, innovate, to tell.
“The objective is not to replace humans, but to release time for the best: to create, innovate, to tell.” – GIO CANINI
But there are professions that will disappear in the sector!
The AI transforms the professions of ad and communication. Today. it supports repetitive tasks such as generation of reports, translation or segmentation of audiences to allow humans to free time for high added value activities. The AI changes existing roles, for example Marketers become more strategists, but it also creates new positions. We see “architects” “ia transforms crafts pub” of personalized intelligent agents, advanced data analysts or even Ethics of AI. These are professions that obviously ask for digital culture. but also a critical common sense, the ability to collaborate with intelligent tools and great adaptability. It is a great opportunity to put together skills.
Is data security guaranteed with WPP Open?
It is an absolute priority. All data is encrypted, whether in transit or at rest, with advanced encryption standards. We also apply the principles of Privacy by Design. which means that customer data is never used to cause external models. Thanks to technologies like clean rooms, you can analyze data without ever moving it. And of course, we respect all regulations, such as the GDPR. Our system is regularly audited, internally and externally.
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