WPP's Mark Read Says AI Will Upend the Advertising Workforce

Artificial intelligence (AI) will reduce the current workforce in the advertising industry, while also creating new types of jobs, according to WPP chief executive Mark Read. 

Speaking at the inaugural SXSW London on Wednesday, Read was asked what impact AI will have on jobs in the industry. 

“To do the work we do today, there will be fewer people doing it,” he said, “but there will be many more and different things that people do.”

“New jobs will be created,” he continued. “Innovation does ultimately create jobs.” 

Read likened AI’s impact on jobs to the way social media platforms like Instagram and TikTok opened up new work opportunities through the rapidly growing creator economy. 

His caveat, however, was that businesses should not use AI simply as an “efficiency tool” to save money and time: “We need to see it as an effectiveness game as well as an efficiency game,” he said. “It’s a way to work more quickly and more efficiently, but to also be more effective [in our work].”

Making big AI moves

WPP and Read have been making major investments to integrate AI throughout the business. In an ad campaign launched last week, the holding company touted WPP Open, its AI-powered platform that is backed by more than $400 million of annual investment and partnerships with AI firms. 

In addition to WPP Open, the company’s other AI investments include purchasing AI tech company Satalia in 2021 and investing in Stability AI earlier this year.

However, WPP is also facing scrutiny after disappointing financial results at the end of 2024 and early this year. It recently laid off an undisclosed number of staff in its media division WPP Media (formerly GroupM). 

While there is much fear and uncertainty about AI’s impact on the creative sector at large, Read argued at SXSW that “the creative industries will be some of best defended industries against AI, [because] we will have all of these tools.”

“Every TV ad you see, there’s no reason we won’t be using AI [to create it],” he said. “It’s only a matter of time before the first AI film wins an Oscar. I hope it won’t write the script, but it can certainly create the film.”

The ‘right’ office mandate

Read also defended WPP’s controversial return to office policy. Its mandate for employees to return to the office four days a week went into effect in April, but the early days were chaotic at some agencies and offices, according to a previous ADWEEK report.

“I think people are happier when they’re in the office. In our offices, they’re much happier,” Read said drily, igniting laughter in the crowd. 

He added that WPP’s return-to-office mandate was “the right thing to do,” especially amid rapid technological changes facing the industry.

“If we’re going to deal with all of this, we better be together. We’re not going to be able to do it through video screens very easily,” Read said. “Human connectivity and human collaboration are what make all creative companies special.”