WPP and AWS sign multi-year AI agreement

The agreement focuses on accelerating the use of generative and agentic AI across commerce, customer experience and marketing operations

WPP Enterprise Solutions has signed a multi-year Strategic Collaboration Agreement with Amazon Web Services (AWS) aimed at helping enterprise brands move artificial intelligence initiatives from pilot projects to large-scale operational deployments.

The agreement focuses on accelerating the use of generative and agentic AI across commerce, customer experience and marketing operations, as businesses respond to growing demand for personalised and automated customer interactions.

Partnership targets enterprise AI adoption

WPP Enterprise Solutions, WPP’s business transformation division, will combine its engineering and customer experience capabilities with AWS’s AI infrastructure and services.

The companies said the collaboration is designed to help organisations deploy production-grade AI systems more quickly, addressing a common challenge where AI experimentation fails to progress into operational use.

According to Gartner, cited by the companies, 60 per cent of brands are expected to use agentic AI to support one-to-one customer interactions by 2028.

New AI offerings built on AWS

At the centre of the agreement is a portfolio of AI services and platforms developed on AWS technologies.

These include an Amazon Marketing Cloud Center of Excellence, which connects audience intelligence and measurement with marketing and commerce activities, and a Composable Content Engine built on Amazon Bedrock.

The content platform, available through AWS Marketplace, is designed to help franchisees, dealers and local market teams create brand-compliant marketing assets at scale.

According to WPP Enterprise Solutions, enterprise users have achieved reductions of up to 90 per cent in production time and 40 per cent in content costs through the platform.

Focus on agentic customer experiences

The partnership also includes Agentic CX and Commerce Accelerators, designed to help organisations deploy autonomous marketing, personalisation and commerce workflows.

These tools aim to provide a structured pathway from AI pilots to full-scale deployment while maintaining governance and operational oversight.

United Rentals provides early example

The companies highlighted work with United Rentals as an example of how the technology can be applied in practice.

WPP Enterprise Solutions and United Rentals developed Equipment Agent, an AI-powered equipment recommendation tool available through the company’s website and AI platforms. Built using Amazon Bedrock technologies, the system helps customers identify equipment suitable for specific projects.

According to internal testing cited by the company, the solution improved customers’ ability to find appropriate equipment by approximately 70 per cent.

Industry demand moves beyond experimentation

Jeff Geheb, CEO, WPP Enterprise Solutions: "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."

The agreement reflects growing demand among enterprises for AI systems that can demonstrate measurable business outcomes rather than remaining limited to experimental deployments.

AWS highlights role of AI in customer experience

Ruba Borno, Vice President of Global Specialists and Partners, AWS: "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."

WPP Enterprise Solutions is an AWS Advanced Tier Services Partner and supports deployments across customer experience, commerce, customer service and data operations.

Customer plans further AI expansion

Tony Leopold, Chief Technology & Strategy Officer at United Rentals: "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."

The companies said they expect further expansion of AI-powered applications built on AWS technologies as enterprise adoption of agentic AI continues to grow.

www.wpp.com

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