WPP launches HEX studio to train creatives in AI production work
WPP has opened HEX, a dedicated studio within WPP Production that combines AI development with client work and staff training. The move addresses a widening gap between companies experimenting with AI and those actually using it in day-to-day operations.
The studio employs about 50 creative technologists drawn from architecture, gaming, fine art and robotics. It functions as a production house, research lab and consultancy, with work spanning generative AI, agentic AI, gaming, immersive experiences and robotics.
The skills problem
WPP cited research showing the scale of the challenge. A DataCamp study found that 88% of business leaders see data and AI literacy as fundamental as writing, yet fewer than half offer basic training. A Deloitte report found that only 25% of companies successfully move AI pilots into production without investing in staff skills.
That's the problem HEX is designed to solve. Rather than keeping AI development isolated in a lab, the studio embeds teams with clients for months to assess problems, build custom systems and train internal teams to run AI workflows independently.
Live client work
HEX has already delivered projects for WPP clients. These include combining AI coaching with motion capture to record football movements for Dirt Is Good; developing AI campaigns and assets for brands; and redesigning Britain's national rail clock through a hardware prototype.
The studio also runs AI workshops for senior executives, reflecting a shift in what agencies now offer beyond campaign development.
Sourcing talent
HEX staff come from WPP's Creative Tech Apprenticeship, a nine-month paid programme launched in 2022. The scheme recruits people from outside traditional advertising and engineering backgrounds, focusing on creative problem-solving and learning new tools quickly.
WPP aims to train at least 1,000 people through the programme by 2030. L'Oréal has been involved since the apprenticeship's early stages, giving trainees access to real business problems before some move into HEX.
The studio has partnerships with Adobe, Google and NVIDIA, testing new tools in live client settings rather than isolated development environments.
What agencies are looking for now
The studio reflects a broader shift in how agencies define talent. Rather than focusing solely on software access, WPP is emphasizing people who combine design, engineering and client advisory skills.
Elav Horwitz, Chief Innovation Officer at WPP, said the shift requires rethinking creative work itself. "The era of AI demands a fundamental shift in our creative mindset and how we approach problem-solving. This isn't just about closing a skills gap; it's about building the workforce for the new economy."
For creatives looking to build AI skills, AI Design Courses and Generative Art Training offer structured pathways to apply these tools in real work.
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