Advertising industry at the cusp of fifth industrial revolution, driven by AI: WPP CEO
The global
advertising industry
is at the cusp of its
fifth industrial revolution
, driven by the rapid rise of artificial intelligence (AI), according to
WPP CEO Mark Read
. Advertising, he pointed out, has always evolved with technology—and now, it's AI's turn to redefine the rules.
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Speaking at the World Audio Visual and Entertainment Summit (WAVES), Read described this moment as a major turning point. 'This could be even more transformative than television, the internet, mobile phones, or social media,' he said.
AI, he noted, is now capable of doing things once thought to be uniquely human—like writing copy, generating images and videos, analysing data, and even contributing creatively.
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From shaping strategies and creating content to targeting audiences and measuring performance, AI is making its presence felt across the entire advertising value chain.
While AI hasn't quite mastered human creativity, Read sees it as a tool that enhances human creativity rather than replacing it. 'At WPP, AI is changing how we work, how we produce our work, and how consumers experience that work,' he said.
Live Events
WPP is backing this transformation with significant investment in its AI-powered platform,
WPP Open
, which is WPP's AI-driven operating system that's built to transform marketing by supporting human creativity, improving efficiency, and helping businesses grow faster.
Globally, advertising is a trillion-dollar industry that has bounced back strongly since the pandemic, Read noted, adding that it's now growing at a steady 6–7% annually. He also said that companies have come to see advertising as an investment in their brand's long-term value—especially in times of uncertainty, when trusted brands matter more than ever.
Read also highlighted advertising's broader role in society, beyond selling products. 'It funds media, entertainment, and the tech ecosystems we use every day. It supports everything from drama and movies to free tools like Google Maps and email," he noted.
Zooming in on India, Read pointed to the digital boom that's empowered small and medium-sized businesses. Technology platforms have opened up new, affordable ways for these businesses to reach their customers—especially in fast-growing markets like India.
WPP, he shared, is deeply invested in India, employing over 11,000 people across the country. The company is focusing its efforts in four areas: building collaborative campuses, strengthening global development centres, boosting enterprise tech capabilities, and driving innovation in creative technology.
'In India, we're seeing an amazing blend of creativity and technology,' Read said. 'You'll see a lot of tremendous AI-driven work in the coming years.'
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