United Kingdom – WPP and Adobe have announced an expansion of their long-standing global partnership, introducing integrated solutions aimed at helping brands optimise media, scale creativity, and streamline marketing operations through agentic AI capabilities.
The collaboration brings together Adobe’s AI technologies, content platforms, and data orchestration tools with WPP’s strategic, creative, and transformation capabilities. The companies said the initiative will leverage WPP’s agentic marketing platform, WPP Open, to create a connected and privacy-safe approach to marketing transformation.
According to the companies, the expanded partnership seeks to address a growing challenge for brands: the need to produce more personalised content across an increasing number of channels while managing fragmented tools and workflows. The integrated solution is designed to orchestrate planning, creation, production, and activation of creative and media assets using AI agents.
For the first time under the partnership, brands will gain access to agentic AI workflows and orchestration capabilities from both organisations. Adobe’s AI agents will be able to create and adapt content, while WPP’s agents will focus on optimising media spend and activating campaigns across channels.
A key component of the integration is Adobe Firefly Foundry, Adobe’s generative AI framework trained on customer intellectual property and cleared for commercial use. Firefly Foundry will be integrated into WPP Open to support on-brand content creation from the outset of campaigns. The companies said this is intended to enable faster and more efficient campaign development for creative and marketing teams.
In addition to technology integration, WPP and Adobe announced a joint commitment to invest in talent development. The organisations plan to train and deploy creative AI forward-deployed engineers over the coming years, aiming to help clients maximise the value of AI-driven creative workflows and prepare marketers to work alongside agentic technologies.
Stephan Pretorius, chief technology officer, WPP, said, “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.”
Meanwhile, Anil Chakravarthy, president, customer experience orchestration business, Adobe, said, “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.”
To support client adoption, the companies are establishing a joint go-to-market team and launching a Transformation Practice focused on helping organisations redesign marketing operations and embed AI-driven capabilities into their workflows.
