WPP and Adobe expand AI marketing partnership

WPP and Adobe are deepening their global partnership to provide integrated solutions that combine agentic AI workflows with end-to-end marketing orchestration. The collaboration aims to help brands optimise media, scale creative output, and maintain brand integrity while personalising experiences across channels.

The partnership connects Adobe’s AI capabilities, content platforms and data orchestration with WPP’s strategic insight, creative expertise and transformation services. By integrating Adobe Firefly Foundry with WPP’s agentic marketing platform, WPP Open, brands can ensure content is on-brand from creation through activation while leveraging AI to streamline planning, production and media deployment.

Agentic AI powers marketing efficiency

For the first time, brands will have access to agentic AI workflows from both companies. Adobe’s AI agents can create and adapt content, while WPP’s agents optimise media spend and activate campaigns across channels. The integration enables faster campaign creation, reduces manual processes, and allows marketing teams to focus on strategic and creative decision-making.

Recognising the ongoing importance of human talent, both companies plan to train and deploy creative AI forward-deployed engineers to help clients maximise the value of AI solutions. This initiative aims to prepare marketing teams to work effectively with AI and agentic technologies while fostering creativity.

Stephan Pretorius, Chief Technology Officer, WPP: "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: "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 orchestration and unlock personalisation at scale."

Joint Transformation Practice and go-to-market team

To accelerate adoption, WPP and Adobe are establishing a joint go-to-market team and launching a Transformation Practice to help clients redesign marketing operations and embed AI-powered workflows into their organisations, supporting more efficient, creative and personalised campaigns at scale.

www.wpp.com

www.adobe.com

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