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WPP CEO Mark Read took center stage at the WAVES Summit 2025 and stated that artificial intelligence (AI) is the most transformative force to ever shape the industry.
“AI is not just another phase in advertising—it is our most profound revolution yet,” Read stated. “It’s reshaping how we work, what we produce, and how consumers experience creativity.”
Read began by highlighting the global scale of the industry, emphasising advertising’s enduring economic strength. “Globally, advertising is a trillion-dollar industry,” he said. “Even during the strongest years of the COVID-19 pandemic, the sector grew at 6 to 7 percent. Our clients learned a great deal during that period. In today’s economic and societal environment, brands hold increasing value because consumers trust them.”
He traced advertising’s evolution through successive tech revolutions—from television to digital, mobile, and social—before arriving at the current inflection point: generative AI. “For the first time, computers can do what we believed only people could—write copy, generate visuals, create videos, and analyse data,” Read said.
“While not creative in the traditional human sense, AI can deeply augment human creativity.” WPP is already leveraging this capability through its proprietary platform WPP Open, which integrates generative AI across its global operations. From automating production through its content arm Hogarth to developing tailored campaigns for brands like Mondelez and Google, the company is redefining the speed and scale of advertising output.
India is playing a key role in this transformation. With over 11,000 employees in the country, WPP is expanding local development centers and creative-tech capabilities. Read praised India’s talent and innovation potential, saying, “India is not just part of the story—it’s helping write the future of advertising.”
He also stressed how AI is democratising the industry. “Advertising is no longer a luxury for big brands,” Read explained. “Today, AI tools are empowering small and medium-sized enterprises, particularly in India, to create impactful campaigns and connect with audiences like never before.”
Beyond commercial applications, Read underscored advertising’s broader role in sustaining media and digital infrastructure. “Advertising funds everything from news to entertainment, free apps to social platforms,” he said. “Its impact is economic, cultural, and societal.”
“The confluence of creativity and technology is where the next generation of stories will be told. AI is here—not to replace—but to elevate human ingenuity," he concluded.
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