WPP has already unleashed more than 28,000 agents across its business. Now, it’s racing to keep them in line.
That’s the job of Daniel Hulme, the holdco’s chief AI officer. He’s not focused on flashy demos or one-off tools. He’s trying to engineer the infrastructure that keeps thousands of AI agents from running amok — internally and out in the world.
This isn’t theoretical. WPP is already deploying agents to handle media planning, content generation, analytics and optimization. For now, their capabilities are limited to helping human employees without agency to full autonomy to access systems and data sources for safety reasons. But the promise of agentic AI involves coordinating numerous AI systems, orchestrating multiple intelligent systems to connect agents across teams, clients and platforms. Without it, the risk of conflicting behavior, redundancy, or outright failure goes up fast.
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