WPP Hex Studio Takes on Marketing's AI Skills Gap

2026-06-11 · Source: AI Magazine · Field: Business & Management — Marketing, Branding & Advertising, Artificial Intelligence & Machine Learning, Consulting & Professional Services · Depth: Fundamental Awareness, short

Summary

WPP launched HEX Studio on June 11, 2026, to address the AI skills gap in marketing. This new initiative operates where AI leads marketing strategy. HEX employs approximately 50 creative technologists from diverse backgrounds, including architecture, gaming, fine art, and robotics. It functions as a creative production studio, R&D lab, and consultancy within WPP Production. HEX specializes in generative AI, agentic AI, immersive experiences, and robotics. The studio is already delivering AI campaigns, assets, and TV ads for clients. This includes work for Unilever's Dirt is Good campaign at SXSW 2025. HEX also conducts AI workshops for Fortune 500 executives and partners like Adobe, Google, and NVIDIA. Experts are often embedded with clients to build custom solutions and train internal teams. The initiative aims to build the workforce for the new economy. It sources talent from WPP's Creative Tech Apprenticeship, launched in 2022.

Key takeaway

For Marketing Directors aiming to integrate AI into creative workflows and close internal skills gaps, consider WPP's HEX Studio model. You should prioritize recruiting creative technologists from diverse, non-advertising backgrounds to foster innovative AI applications. Implement embedded expert programs to build custom solutions and train your teams directly. This approach accelerates AI adoption and ensures your organization develops the necessary internal capabilities for future AI-led marketing strategies.

Key insights

Diverse creative talent is essential for operationalizing AI in marketing and closing the skills gap.

Principles

• Creative talent from diverse fields enhances AI application.
• Embedding experts with clients accelerates AI adoption.
• Proactive talent development addresses future workforce needs.

Method

Embed experts with clients for months to evaluate challenges, build custom solutions, and train internal teams on AI workflows.

In practice

• Recruit creative technologists from non-traditional backgrounds.
• Conduct AI workshops for executives and technology partners.
• Develop custom AI solutions for specific client challenges.

Topics

• AI Skills Gap
• Marketing AI
• Creative Technology
• Generative AI
• AI Adoption
• Talent Development

Best for: Executive, Marketing Professional, Consultant, Director of AI/ML

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Editorial summary, takeaway, and curation by AIssential. Original article published by AI Magazine.