WPP and Adobe have expanded their global partnership to deliver integrated solutions aimed at transforming marketing operations through AI-led workflows and customer experience orchestration.
The collaboration has combined Adobe’s AI capabilities, content platforms and data orchestration tools with WPP’s strategic, creative and transformation services. The expanded partnership has leveraged WPP’s agentic marketing platform, WPP Open, to offer a connected and privacy-focused marketing approach.
The companies have addressed challenges faced by brands that have been managing increasing content demands across multiple channels while dealing with fragmented tools and workflows. The integrated offering has orchestrated planning, creation, production and activation of creative and media assets through AI agents.
For the first time, brands have gained access to agentic AI workflows and orchestration capabilities from both organisations. Adobe’s agents have created and adapted content, while WPP’s agents have optimised media spend and activated campaigns across channels. Adobe Firefly Foundry has been integrated into WPP Open to ensure commercially safe and on-brand content creation using generative AI models trained on a client’s intellectual property.
The companies have also committed to training and deploying creative AI engineers to support adoption and help marketing teams work with AI and agentic technologies.
To accelerate implementation, WPP and Adobe have established a joint go-to-market team and launched a Transformation Practice designed to help clients redesign marketing operations and embed these AI capabilities into their organisations.
Stephan Pretorius, Chief Technology Officer, WPP, said: “For years, we’ve watched brilliant creative ideas get stuck in production queues, buried under versioning and approvals and media plans. That era is over. With Adobe, we’re shattering the barriers between ideation and impact, building agentic content systems that handle the complexity so human creativity can soar. This is what it looks like when two companies with creativity at their core harness the power of AI so that brands can drive growth.”
Anil Chakravarthy, President, Customer Experience Orchestration Business, Adobe, said: “Marketing and creative teams today understand the high bar consumers have set for personalisation, which requires fresh and engaging content that is tailored for every interaction and delivered intuitively across channels. Bringing together capabilities across Adobe and WPP provides a seamless way for brands to address this challenge, activating AI agents to drive customer experience
