Artificial intelligence is changing how advertising is created, targeted and delivered, but WPP’s Dominic Shine says the bigger opportunity is to help people do better work. In conversation with Microsoft UK and Ireland CEO Darren Hardman, Shine explains that AI is already affecting every part of WPP’s value chain, from generating images and video, to planning media and improving campaign performance.
The discussion explores how WPP is combining its creative expertise, customer data and Microsoft AI. Its specialist “Brains” can understand a brand’s identity, audiences, channels and previous campaign results, helping teams develop content and make informed recommendations.
The global firm is also introducing AI agents across internal functions, including finance, human resources and customer relationship management, to reduce repetitive work and improve efficiency.
Microsoft 365 Copilot is central to WPP’s plans, providing employees with an entry point to these tools. Shine describes Microsoft’s technology as fundamentally important to Elevate 28, WPP’s strategy to reorganise and operate as an integrated global company.
Both leaders stress that technology alone is not enough. Successful adoption depends on leadership, skills, trusted data and responsible governance. The aim is not to replace human creativity, but to give WPP’s people “AI Superpowers” that give them more capacity to create, decide and serve clients well.