WPP has rolled out a turbocharged version of its internal AI tool with the launch of AgentBuilder Pro inside the WPP Open platform. Already fuelling over 30,000 AI agents across the organization, this upgrade turns the dial on what these digital coworkers can do. With enhancements like ‘Steps’ for multi-phase reasoning and decision-making, and multi-agent collaboration features that behave like a well-trained improv group (but with less drama), WPP is making agent building accessible far beyond the IT crowd. Yes, even copywriters with a mild fear of macros can join the action.
Standout features include model-switching with a single click, agents that learn through direct user feedback (bonus: humans still get to weigh in), and memory systems that help personalize interactions across workflows. A “Learning Center” ensures agents don’t break other things while learning the new stuff—an upgrade most of us could use, frankly. Guardrails are also in place to stop the agents from going rogue, ensuring responses stay on-brand, on-brief, and above board.
Pretorius frames this as a crucial skill for the next decade of work—and if you squint, it’s not hard to see why. Empowering teams beyond developers to architect and iterate on AI tools could flatten plenty of org charts and fast-track productivity—minus the usual ticket to tech support. Whether saving time, managing complexity, or just helping to jumpstart the blank-page blues with prebuilt conversation starters, these agents might just be WPP’s secret weapon.
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