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How WPP trains 50,000 employees with AI videos

INSIGHTS FROM
Di Mayze
Global Head of Data and AI
USE CASES
Training Videos
Localisation
DEPARTMENTS
Learning and Development

WPP is a creative transformation company headquartered in London, England, and one of the largest advertising networks in the world.

The multinational company provides communications, experience, commerce and technology to help its clients solve the challenges of modern marketing.

🙋‍♂️
Enterprise: 1000+
💼
Marketing
🌍‍
London

Key Results:

11,237

hours spent in learning modules

4.75/5

average course rating

51

markets in which the training was deployed

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WPP is on a digital transformation journey, identifying and implementing new ideas, new partnerships and new ways of working. We spoke to Di Mayze, Global Head of Data & AI, who told us how she and her team are using Synthesia to raise awareness of AI and train WPP employees around the world.

The challenge

The Data & AI team set an ambitious goal to up-skill 5,000 data practitioners and demystify AI among 50,000 of WPP's 100,000 employees by the end of 2022.

And things were well on their way. But just as final preparations were being made for training and locations for a series of video shoots, COVID -19 shut everything down.

The environment had changed, but not the goals, and so the team had to rethink and retune the way they were conducting the training.

With in person workshops and live shoots no longer possible, the team looked for creative alternatives to develop learning content for the Demystify AI series.

We were determined that there would be up-skilling opportunities for everyone, whatever the level, the literacy and not just for English speaking colleagues. - Di Mayze, Global Head of Data and AI at WPP

The solution

Di and her team partnered up with Synthesia, to replace studio shoots with AI-generated microlearning videos created in Synthesia STUDIO.

Since WPP has fantastic content creation capabilities within its network, the Data & AI team worked with WPP's creative agency AKQA to create the videos.

This is how they did it:

  1. AKQA conducted research and created 20 bite-sized scripts.
  2. To reach workers worldwide, the scripts were translated into Spanish & Mandarin.
  3. Using Synthesia’s API, WPP created a web experience with personalised videos.

(Personalisation points included the employee's first name, location agency and department)

And the training was ready to be delivered!

Here's an example of what one of WPP’s AI training videos looks like:

This is what Di and her team advocate about Synthesia:

  • Ease of use: The platform is easy to use and includes all the necessary video editing features to create high-quality training videos without the need for additional tools.
  • Localisation: Synthesia STUDIO can generate videos with 65+ languages and accents, allowing to reach new countries without leaving the desk.
  • Swift API integration: Synthesia and documentation and technical support make API calls fast and intuitive.
"We were excited by the idea of having AI training our people on AI." - Di Mayze, Global Head of Data and AI at WPP

The results

In corporate training videos sent to tens of thousands of employees around the world, an AI presenter now addresses them by name and explains basic AI concepts, such as "What's the future of AI?”

And the content was well received. The numbers speak for themselves:

  • Completed Learning Hours: Participants spent a whopping 11,237 hours learning about AI.
  • Training Enrolment: To date, over 4,926 WPP employees have registered.
  • Course Recommendation: The content is clearly popular, with an average course rating of 4.75/5!
  • Localisation: The Demystify AI videos have been viewed thousands of times by colleagues in 51 markets.
  • Costs: Synthetic videos produced with STUDIO are inexpensive and quick to develop, saving tens of thousands of dollars that would have been spent on traditional video production.

The initiative has been so successful that the WPP team has attracted the attention of many clients who want something equally engaging and creative for their employees, as the need to retain talent in this competitive field remains high.

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