WPP Campus in Shanghai, China Photo: Courtesy of WPP Media China

Technological advancements in artificial intelligence (AI) and data analytics are driving a seismic shift in how brands engage with consumers, according to Rupert McPetrie, CEO of WPP Media China, the world's largest media investment company. 

"What we are seeing is a real acceleration of change, particularly the increasing use of AI across the marketing ecosystem," McPetrie said in a recent interview with Global Times. "In our new vision, we believe that 'Media is everywhere. Media is everything. Within the next five years, media and commerce will become so intertwined that every media touchpoint will be a potential transaction point.'"

He forecasted that the transformation happening in the media and marketing industry over the next five years will be "unprecedented." For him, "2030" is more than just a future date for the marketing industry — it is a defining term that signals where the industry is headed and how urgently brands must prepare for what's to come.

The demand for more sophisticated technologies is rising against the backdrop of an increasingly fragmented marketing landscape. Marketing companies and brands need to shift to a more integrated approach in order to better manage vast amounts of data and interpret market signals more efficiently, he explained.

"Now, consumers tend to use multiple platforms instead of just one. So, a more integrated view of the customers, and therefore a more integrated view across platforms and channels, is really important," he noted.

At the heart of this approach is a commitment to using data and technology to deliver personalized and relevant content. It's all about using technology to surface the signals that really matter — helping clients understand consumer behavior and predict where new opportunities lie, he explained.

McPetrie noted that China is at the forefront of this marketing evolution, driven by the rapid adoption of AI-driven tools as well as a highly developed platform ecosystem — from WeChat and Douyin to Xiaohongshu and Bilibili.

He believes this transformation presents a "classic win-win" scenario — enabling organizations to operate more efficiently, clients to see improved business outcomes, and consumers to receive products and messages that are more relevant to their needs.

WPP, he added, is actively developing its own AI platform, OPEN, which is not ID-based but instead uses predictive modelling, while shaping strategies tailored to China's dynamic digital ecosystem. "We want to ensure that our vision is rooted in China, for China," he said.

Under the future blueprint of WPP Media, "Everything will change with AI. In three years, over 90 percent of all media engagements will be enabled and delivered through AI platforms."

While championing a technology-driven future, McPetrie emphasized that marketing remains "a very human business." He believes AI will help people to focus on strategy and consultation — upstream work that could have greater value for clients.

Looking beyond China, a growing number of Chinese companies are expanding internationally, extending well beyond the traditional 3C and automotive sectors.

"Chinese brands going abroad are no longer competing on price alone," he said. "Increasingly, they are competing on quality and brand proposition. We have been helping Chinese brands to build a more balanced and sustainable approach, and international consumers are responding positively."

Despite global geopolitical uncertainties, McPetrie remains optimistic and emphasizes the importance of agility in navigating such challenges. "Market conditions can shift quickly. It's important to remain focused on your strategy, but flexible in how you execute it," he said.

"The opportunity to go global still exists — but agility and adaptability are key."

As the media communication partner behind the blockbuster video game Black Myth: Wukong, WPP Media's China team reckoned the overseas expansion of Chinese companies, especially those built around cultural intellectual property, could represent more than just commercial success.

"There's often a flywheel effect," McPetrie said. "As brands expand globally, they carry with them not only products but also cultural elements that can resonate with consumers around the world."