WPP has launched HEX, which it describes as equal parts creative production studio, R&D lab and consultancy, underpinned by artificial intelligence.  

Part of WPP’s broader production division with about 50 creative technologists, the new studio specializes in generative and agentic AI, gaming, immersive experiences and robotics, and is already delivering work for WPP clients. 

One example: a presentation of work at SXSW combining AI coaching and real-time motion capture, depicting each participant's movements as they played football and translating data into personalized dirt patterns for Unilever detergent brand Dirt Is Good. 

The unit also runs AI workshops for Fortune 500 executives and cites research from Deloitte that only 25% of companies successfully move AI pilots to production. 

HEX also embeds teams directly with clients to evaluate challenges, build custom solutions and train internal teams to use AI workflows independently. 

The talent for HEX is sourced from WPP’s Creative Tech Apprenticeship, a nine-month paid program founded by WPP in 2022. The program has a goal of training at least 1,000 people by 2030 and tries to address the industry’s AI skills gap by recruiting from outside traditional ad schools and engineering programs. 

The studio also works with technology partners like Adobe, Google and NVIDIA to test emerging tech and innovative applications.   

Elav Horwitz, Chief Innovation Officer, WPP and Executive Sponsor of HEX, said the new studio “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.” 

Pictured above: Hex team members.