WPP Enterprise Solutions has signed a multi-year strategic collaboration agreement with Amazon Web Services (AWS), deepening its role as a commerce and customer experience partner helping enterprise brands move generative and agentic AI initiatives from experimentation to large-scale deployment.
The partnership aims to help brands operationalise AI across commerce, customer experience and marketing operations as consumer expectations for personalised and intelligent interactions continue to rise.
According to Gartner, 60% of brands are expected to use agentic AI to deliver one-to-one customer interactions by 2028, as businesses increasingly look to automate and personalise engagement at scale.
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Under the agreement, WPP Enterprise Solutions will combine its engineering capabilities and commerce expertise with AWS’ generative and agentic AI technologies to build and deploy production-ready AI systems for enterprise customers.
WPP Enterprise Solutions, WPP’s AWS consulting partner specialising in agentic commerce and customer experience, will be responsible for developing, deploying and operating AI-powered solutions designed to bridge the gap between creative strategy and technology implementation.
As part of the collaboration, the companies will offer a suite of AI-focused solutions built on AWS infrastructure.
These include an Amazon Marketing Cloud Centre of Excellence, designed to connect content creation and data capabilities with audience intelligence and measurement, helping brands link creative production to commerce outcomes.
The partnership will also introduce a Composable Content Engine built on Amazon Bedrock and available through AWS Marketplace. The platform enables franchisees, dealers and local market teams to create brand-compliant creative assets at scale while maintaining governance controls.
According to WPP Enterprise Solutions, enterprise clients using the platform have achieved up to a 90% reduction in production time and a 40% reduction in content costs.
In addition, the companies will offer Agentic CX and Commerce Accelerators through AWS Marketplace, providing enterprises with tools to deploy autonomous marketing, personalisation and commerce workflows more efficiently.
“This collaboration with AWS is about one thing: helping our clients turn generative and agentic AI from experiments into operating systems for their businesses,” said Jeff Geheb, CEO, WPP Enterprise Solutions.
He added, “Enterprise leaders are past the pilot stage. They need AI that ships, scales, and delivers measurable ROI with the rigor 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.”
In tandem, 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,” she added.
The AWS collaboration comes as WPP continues to expand its agentic AI ambitions across the marketing ecosystem. On the same day, WPP Media unveiled an agentic standards initiative for video buying and announced plans to develop a buyer agent for video within WPP Open, the company’s agentic marketing platform.
The initiative brings together media owners, technology platforms and industry bodies including Disney, Netflix, Paramount, Fox Corporation, Comcast Advertising and IAB Tech Lab to establish common standards for how AI-powered buyer and seller agents communicate, validate decisions and execute media transactions.
WPP Media said the initiative is designed to improve transparency, interoperability and governance in agentic media buying, with initial testing already underway and broader industry standards expected to be shared in early 2027.
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