WPP’s newly appointed CEO, Cindy Rose, has outlined a bold transformation plan to future-proof the advertising group as artificial intelligence reshapes the industry. In her first interview since taking charge in September, Rose made it clear that the traditional agency holding-company model is no longer fit for purpose, calling it a structure from a “bygone era.”

At the heart of WPP’s strategy is WPP Open, the company’s AI-powered marketing platform. Rose positioned the tool as a major competitive advantage, highlighting its ability to turn simple text prompts into finished ads within minutes. Beyond creative generation, WPP Open also integrates media planning, placement, and performance measurement, all built on a shared data model. According to Rose, this breaks down long-standing silos between creative and media teams and enables faster, more integrated execution.

Addressing concerns that WPP may be lagging behind competitors in AI adoption, Rose dismissed this perception, emphasizing that the group has been quietly investing and building at scale. While she acknowledged that AI adoption will inevitably raise questions about the relevance of certain roles, she rejected the idea that it poses an existential threat to the advertising industry. Instead, she described AI as a “once-in-a-generation opportunity” that automates routine tasks while elevating human creativity.

In her first 100 days, Rose has already overseen strong momentum, with WPP securing new business from brands such as Mastercard, Henkel, Reckitt Benckiser, and PwC, and winning over $1.5 billion in billings in November alone. Looking ahead, she envisions WPP evolving from a time-and-materials business into one driven by technology fees and outcome-based models, with AI playing a central, value-accretive role in that shift.