WPP says clients want its AI tools as net sales slip 2%

Chief executive Cindy Rose said demand “remains healthy” for the AI-assisted services all four of WPP’s divisions sell through WPP Open, its in-house software that uses AI agents to plan and run marketing. By division, production work rose 2.5 per cent and media edged up 0.3 per cent, while the creative agencies shrank.

On the analyst call, finance chief Joanne Wilson put the drag from clients that left before this year at about six percentage points of growth in 2026, a gap new business wins will not close, PPC Land reports. PPC Land’s account of the call includes no detail on how WPP charges clients for AI work.

The production numbers sit beside a low list price for making video. Our 31 October check lists Veo 3.1 Standard at $0.40 a second on Google’s API, so an eight-second clip costs $3.20, and Veo 3.1 Fast at $0.10 a second at 720p.

WPP Production grew 2.5 per cent in a quarter when an eight-second Veo 3.1 clip listed at $3.20, and PPC Land’s account of the call says nothing about how WPP charges for AI, so nothing it disclosed shows how much of a production fee now pays for footage a model can make for a few dollars.