WPP Expands Meta Partnership to Pilot New AI-Powered Creative Optimisation Tool
WPP has expanded its partnership with Meta to pilot a new AI-powered creative optimisation tool within WPP Open, with Unilever becoming the first client to test the solution.
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WPP has announced a wider partnership with Meta, becoming the first advertising company to trial Meta’s new AI-powered creative solution to enhance creative strategy, performance insights and campaign optimisation.
The new tool, which is currently being tested by Meta, will be incorporated directly into WPP Open, the company’s agentic marketing platform, and will allow agency teams to analyse creative performance, generate new ideas and optimise campaigns using artificial intelligence.
The partnership comes as advertisers are facing more and more content across Meta’s platforms. Meta reported global ad impressions grew 19% in the first quarter of 2026, and more than 3.5 billion people use at least one Meta app daily.
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Creative Intelligence:
WPP’s integration is designed to enable marketers to move beyond traditional performance analysis and transform campaign data into actionable creative insights. The platform is designed to discover winning creative assets, create new concepts and test ideas, all within current agency workflows.
Key features include a dedicated workspace for creative strategy and optimisation that allows creative and media teams to work together around real-time campaign insights. The tool also incorporates a “brand memory” feature that learns a brand’s identity, tone and creative style from past campaigns to empower marketers to scale content production while remaining consistent.
“Built with agency workflows in mind, the solution enables teams to diagnose, generate and scale high-performing creative without changing their current processes,” Meta said.
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Commenting on the initiative, Selina Sykes, Global Vice President, Digital, Social and AI Transformation, Beauty & Wellbeing at Unilever, said, “We believe the future of advertising lies at the intersection of creativity and technology. Being an early partner with WPP for Meta’s latest tool gives us the opportunity to shape a solution that helps our brands move faster, create smarter and connect with consumers more effectively across the platforms where they spend their time.”
Elav Horwitz, Chief Innovation Officer at WPP, said the integration will help close the gap between creative development and media performance by providing deeper insights into what drives campaign success.
