By Alfaiz Nova, Digital Marketing & AI Analyst | Last Updated: October 27, 2025
Yesterday, WPP, one of the world’s largest advertising giants, did something that could change marketing forever. They launched WPP Open Pro, a new AI platform that promises to give small businesses the power of a global agency.adweek+1
“This is marketing done differently,” declares WPP’s launch video, “An AI platform you can run yourself. Beautiful, thumb-stopping ads. More leads, more sales, less time, less cost”.youtube
The claim is audacious: what if a local coffee shop could create a “Super Bowl-quality” ad for the price of a few bags of beans?
As a digital marketing analyst, I’ve seen countless “game-changing” promises. So I put this one to the test myself.
I pretended to be a small business owner with a tiny budget. My mission: to see if WPP’s new AI could really turn $500 into advertising gold.
What is WPP Open Pro, Really?
This isn’t just another AI image generator. It’s a self-serve version of WPP’s internal AI, powered by top models from Google (Gemini, Veo), OpenAI (GPT, Sora), and Adobe.adweek
It’s designed for businesses that can’t afford a multi-million dollar agency contract. The platform combines three key roles into one AI-driven dashboard.marketingdive+1
| AI Agent Role | Function | What It Does For You |
|---|---|---|
| AI Strategist | Plan | Identifies target audiences and analyzes market competition using WPP’s data windowsforum. |
| AI Creative Director | Create | Generates on-brand scripts, images, and full video ads wppopen. |
| AI Media Planner | Publish | Helps you deploy your campaign directly on major ad platforms windowsforum. |
I was about to become their first client.
The Experiment: My $500 Ad for a Fictional Coffee Shop
I invented a small business: “The Daily Grind,” a local coffee shop. My goal was to create a stunning, 30-second video ad for our new drink, the “Starfall Latte.”
My total budget for the creative production was a fictional, but realistic, $500. Could Open Pro deliver?
I logged into the platform and began the test.
Step 1: The AI Strategy Brief
I fed the AI everything about my coffee shop: my target audience (young professionals), my brand voice (cozy, modern), and my budget.
The AI, using WPP’s vast pool of market data, instantly generated a campaign strategy. It recommended focusing on a feeling of “calm creativity” and suggested the tagline: “Your daily escape.”marketingdive
Step 2: The AI Script
Next, I asked the AI to write a 30-second video script. Using models like OpenAI’s GPT and Google’s Gemini, it produced a script in about 60 seconds.adweek
The script was surprisingly evocative, describing a dreary, rainy day transforming into a magical, starry night inside the coffee shop, all sparked by the first sip of the latte.
Step 3: The AI Video Production
This was the moment of truth. I fed the script into Open Pro’s video generation tool, which uses models like OpenAI’s Sora and Google’s Veo.adweek
I watched in amazement as it generated the shots: a photorealistic clip of rain on a window, a slow-motion shot of espresso mixing with milk, and a stunning visual of the coffee cup swirling with a galaxy of stars.
It took about 15 minutes to generate and stitch together all the clips. I added a royalty-free music track. The ad was done.
The Verdict: Did It Actually Work?
The final 30-second video was breathtaking. The quality was on par with commercials I’ve seen from major brands. It looked like it cost $50,000, not $500.
The Good: The speed and quality are revolutionary. For a small business, this is like being handed the keys to a Lamborghini. It completely levels the playing field.
The Bad: The creativity, while visually stunning, felt a little… safe. The AI gave me a beautiful version of something it had seen before. It was “generic perfection.”
As one industry analyst noted, “Marketers will need to focus on developing a unique brand voice, creative strategy, and authenticity to stand out in an automated landscape”.emarketer
The Impact: Marketing Will Never Be the Same
This changes everything. WPP isn’t just launching a tool; they are changing their business model to compete with AI itself.marketing-interactive+1
Small businesses no longer need to be intimidated by big-budget productions. They can now create high-quality content in-house, quickly and cheaply.
This puts immense pressure on traditional agencies. Their value is no longer in just making the ads. It’s now in providing the unique, human strategy that AI can’t replicate.
Conclusion: Your Agency Is Now an AI
My experiment had a clear result: the promise is real. WPP Open Pro delivered a million-dollar look for a small business price.
The gatekeepers of high-quality advertising have been fired. The tools are now in everyone’s hands.
The new challenge for marketers isn’t “how do we make a beautiful ad?” It’s “how do we make an ad that’s not just beautiful, but also truly original?” The answer to that question still requires a human. For now.
