WPP Enterprise Solutions has signed a multi-year Strategic Collaboration Agreement (SCA) with AWS to help enterprise brands operationalise generative and agentic AI across commerce, customer experience and marketing operations.
The agreement has aimed to accelerate the transition from AI experimentation to large-scale deployment. WPP Enterprise Solutions has combined its engineering capabilities and commerce expertise with AWS’ generative and agentic AI technologies to support enterprise customers in implementing production-grade AI systems.
As part of the collaboration, WPP Enterprise Solutions has expanded its offerings on AWS through three key solutions. These have included the Amazon Marketing Cloud Center of Excellence, which has connected audience intelligence and measurement with creative and commerce outcomes; the Composable Content Engine, built on Amazon Bedrock and available through AWS Marketplace; and Agentic CX and Commerce Accelerators designed to support autonomous marketing, personalisation and commerce workflows.
The Composable Content Engine has enabled franchisees, dealers and local markets to create brand-compliant content at scale with governance controls. According to the company, enterprise users have achieved up to a 90% reduction in production time and a 40% reduction in content costs through the platform.
WPP Enterprise Solutions has also highlighted its work with United Rentals, where it has developed Equipment Agent, an AI-powered equipment identification solution deployed across the company’s website and AI platforms. Built on Amazon Bedrock technologies, the solution has improved equipment recommendations by approximately 70% based on internal testing, according to the companies.
The agreement has further strengthened WPP Enterprise Solutions’ position as an AWS Advanced Tier Services Partner, supporting enterprise deployments across commerce, customer experience, data and customer service functions.
Jeff Geheb, CEO, WPP Enterprise Solutions, said: “This collaboration with AWS is about one thing: helping our clients turn generative and agentic AI from experiments into operating systems for their businesses. Enterprise leaders are past the pilot stage. They need AI that ships, scales and delivers measurable ROI with the rigour that boards and C-suites now demand. We already build and operate production AI on AWS for the world’s biggest brands. This SCA reinforces the shared commitment, engineering depth and go-to-market alignment to deliver at even greater scale.”
Ruba Borno, Vice President of Global Specialists and Partners at AWS, said: “AI is becoming the operating layer for commerce and customer experience. This collaboration proves what’s possible when you combine deep transformation expertise with a platform purpose-built for AI at scale. WPP Enterprise Solutions engineers build and operate production AI directly on AWS for some of the world’s most recognisable brands, and together we’re scaling a proven model that’s already delivering measurable outcomes for customers.”
Tony Leopold, Chief Technology & Strategy Officer, United Rentals, said: “We built Equipment Agent to meet customers where they already plan their work – on unitedrentals.com and across the AI assistants, anywhere AI is becoming part of how the job gets done. With WPP Enterprise Solutions engineering and Amazon Bedrock anchoring it, we have moved generative and agentic AI from ideas to production at the pace our business demands and believe this SCA supports continued development.”
