AI is changing the way marketing and advertising work, but humans are still very important, according to André Folque, who leads Choreograph Portugal, part of the WPP Group.
In a recent episode of the IA Podcast, Folque explained how AI is helping marketing teams work smarter by analyzing and using huge amounts of data that would take a lot of people to handle manually. He said, “Things that would be impossible for small human teams are now possible with AI.” WPP spends €350 million every year on AI solutions and is building its own platform called WPP Open, which is described as a “marketing operating system.” This platform brings together all the tools WPP uses and adds AI to make workflows more efficient.
The platform uses AI agents, which are like smart systems connected to large language models.
These agents can do things like find the right audience, test creative ideas, start campaigns, and predict future trends. Unlike regular chatbots, these AI agents can work on their own, get insights from many different data sources like Google, Netflix, Spotify, and TripAdvisor, and then share the results with the WPP Open system.
Folque said AI helps, but doesn’t replace people.
While AI handles tasks that are repetitive or need a lot of data, human creativity and building strong relationships with clients are still crucial. He added, “AI offers a big opportunity, but those who want to be ahead need to learn how to use the technology and understand what it can't do.”
WPP’s Open Intelligence, its first marketing language model, helps analyze consumer data at a large scale and adds the ability to predict behavior, allowing brands to adjust campaigns before they happen.
Main point: AI speeds up marketing analysis and campaign execution, but human ideas, strategy, and creativity are still essential.
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