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WPP has announced the launch of its new studio, HEX, aimed at exploring innovation in the field of artificial intelligence. The studio brings together around 50 creative technologists from diverse disciplines including architecture, gaming, fine art, and robotics, and focuses on the overlap between creative practice and technology.
Integrated within WPP Production’s content innovation teams, HEX operates as a creative production studio, an R&D lab, and a consultancy. Its work centres on areas such as generative and agentic AI, gaming, immersive experiences, and robotics, and it is already contributing to projects for WPP’s global clients.
Examples of its work include real-time motion capture developed for a football-themed experience at SXSW 2025, AI-driven campaigns and assets for a range of brands, and reinterpretations of public symbols such as Britain’s rail clock. The studio’s approach is partly framed around addressing challenges in the availability of AI-skilled talent.
Research from DataCamp has indicated that while many leaders recognise the importance of AI literacy, fewer provide structured training to support it. A Deloitte survey has similarly reported that a limited proportion of organisations move AI projects from pilot stages into full production. HEX positions its focus on helping creative teams apply and operationalise AI technologies.
The studio also works with technology companies including Adobe and Google to test emerging tools, and it integrates teams with clients to develop tailored solutions and support AI capability building. Its Creative Tech Apprenticeship (CTA) programme is designed to train new talent using creative and technical problem-solving approaches.
WPP leadership has described the combination of creative thinking and technology as an important factor in shaping future cultural and commercial work, with an emphasis on developing skills to use emerging technologies in client-facing applications.
