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The findings underscore a growing paradox: social media's influence continues to deepen even as confidence in its content declines.

As part of the expansion, WPP Enterprise Solutions is introducing an initial portfolio of proprietary services designed to support organisations adopting AI and digital transformation.

The platform uses a conversational interface that enables buyers to submit campaign requirements and targeting criteria using natural language.

The creator economy also came of age, with creators positioned as strategic partners shaping brands, products and communities rather than simply amplifying campaigns.

Topaz Labs develops AI models that improve existing video and image content by sharpening details, reducing noise, restoring footage, increasing resolution and stabilising video.

The platform is designed exclusively for members of the ANA's Global CMO Growth Council, providing access to research, case studies and executive insights through a conversational AI interface.

The system combines more than 20 AI agents with human oversight to support campaign planning, activation, optimisation and measurement across multiple advertising platforms.

Improving staff productivity and performance is the leading reason agencies deploy generative AI, cited by 81 percent of respondents, while 63 percent identified the same goal for AI agents.

The film completes a trilogy that began with Built for Every Kind of Wonder and continued with Energy That Drives You On.

According to Stagwell, the deployment creates a direct connection between AI agents and media systems, allowing ongoing optimisation and analysis within active campaigns while maintaining standardised workflows across markets.

The collaboration comes as advertisers face increasing complexity across digital platforms.

The announcement, made at Cannes Lions, centres on Adobe CX Enterprise and CX Enterprise Coworker, which the company says are designed to support content creation, customer engagement and brand governance in increasingly AI-driven marketing environments.

The update extends Adobe’s creative agent into applications including Photoshop, Premiere Pro, Illustrator, InDesign and Frame.io, while also enhancing Adobe Firefly with additional creative tools, workflow automation features and collaboration capabilities.

The presence of companies such as OpenAI, Meta and Google DeepMind underscores how deeply technology is reshaping the industry.

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