WPP Creates AI-Led Studio to Tackle Growing Talent Gap

WPP has launched HEX in as part of its WPP Production division, to support AI-led marketing.

The studio employs around 50 creative technologists recruited from fields outside advertising, including architecture, gaming, fine art and robotics.

HEX works across generative and agentic AI, gaming, immersive experiences and robotics. The unit operates as a creative production studio, R&D lab and consultancy.

According to WPP, HEX is already producing work for the company's global clients.

Addressing the talent shortage

Part of HEX's remit is to close the AI talent gap in marketing.

Research from DataCamp shows that 88% of leaders see data and AI literacy as important as writing. However, less than half provide basic training in these areas.

WPP says it built HEX on the belief that creative talent is needed to operationalise AI and support business growth.

"The era of AI demands a fundamental shift in our creative mindset and how we approach problem-solving," says Elav Horwitz, Chief Innovation Officer of WPP and Executive Sponsor of HEX. "This isn't just about closing a skills gap; it's about building the workforce for the new economy. By training the next generation of talent and embedding these forward-deployed experts with our clients, we're reshaping how we think, create and deliver truly innovative solutions for brands."

Recruiting beyond advertising

WPP built its talent pipeline for HEX from its Creative Tech Apprenticeship programme, which launched in 2022.

The nine-month programme aims to train at least 1,000 people by 2030. It focuses on recruiting from outside traditional advertising and engineering backgrounds and offers a curriculum centred on creative problem solving and new technologies.

"Creative technology sits at the intersection of imagination and craft," says Richard Glasson, CEO of WPP Production. "WPP Production has supported this extraordinary programme from the very beginning because we believe deeply in constantly finding new ways to make the best work. That commitment is rooted in one of our core values: nurturing the next generation of talent and giving them unparalleled opportunities to create culture-shifting work through emerging technologies and the power of their own creativity."

HEX sits within the content production and innovation teams of WPP Production, which was created in January when the Hogarth brand was absorbed into a single global platform.

Deploying AI expertise

WPP says HEX has created AI campaigns, AI assets and TV advertisements for various brands.

Projects include using AI coaching and real-time motion capture to translate data into personalised dirt patterns at SXSW 2025 for Unilever's Dirt is Good campaign. The studio has also run AI workshops for Fortune 500 executives.

HEX is working with technology partners including Adobe, Google and NVIDIA to test emerging technology and explore real-world applications. The studio embeds teams of experts directly with clients for months at a time to evaluate challenges, build custom solutions and train internal teams to use AI workflows independently.

"HEX Studio's ability to rapidly embrace emerging technologies and act as true agents of change makes them an exceptional fit for this collaboration," says Tom Payne, Senior Director of Customer Strategy and Success for EMEA and JAPAC at Adobe. "Our team at Adobe looks forward to harnessing that energy to accelerate AI adoption and deliver meaningful, scalable impact for our customers."