‘It’s fundamental’: WPP chief on how AI has revolutionised advertising

Mark Read says artificial intelligence is helping firm win clients keen to tap into technology's potential

From Serena Williams playing against incarnations of her younger self to millions of personalised messages from a Bollywood superstar to support small businesses in India, artificial intelligence and machine learning is driving a revolution in the global advertising industry.

Mark Read, the chief executive of London-listed WPP, the world's largest marketing services company, said AI-led advertising practices were helping it win clients hungry to embrace the potential of a new technology.