Speaking at the inaugural World Audio Visual Entertainment Summit (WAVES 2025) in Mumbai, WPP CEO Mark Read called artificial intelligence the most transformative force in advertising to date. “This is advertising’s fifth industrial revolution,” he said, citing AI’s ability to perform tasks once reserved for humans – like writing, video creation, and content analysis.
Read outlined how previous revolutions – from TV and digital to mobile and social media – reshaped the industry. Now, he believes AI could surpass them in impact by augmenting human creativity and changing how brands connect with audiences.
He emphasized that advertising isn’t just about business – it funds media, entertainment, and the free digital services people use daily, such as Google Maps, social platforms, and YouTube. “It plays a vital societal role,” he noted.
Small and medium businesses (SMBs), especially in India, are also driving change. “Search and social platforms have democratized access to marketing,” said Read. Tools from companies like Google and Meta are enabling SMBs to launch and scale with unprecedented ease.
He also highlighted WPP’s growing investment in India, particularly in creative technology and enterprise services, as part of its global development strategy.
In closing, Read stressed the convergence of creativity and technology as the future of advertising – one where AI will be central to unlocking new potential for brands and businesses alike.
