New York, U.S.A. — WPP Enterprise Solutions has signed a multi-year Strategic Collaboration Agreement (SCA) with Amazon Web Services (AWS), strengthening its ability to help enterprise brands move beyond AI experimentation and deploy production-ready generative and agentic AI across marketing, commerce, and customer experience.
The collaboration is designed to help businesses operationalise AI at scale as demand grows for faster, more personalised, and intelligent customer experiences, aiming to move past simple AI pilots to help brands build AI systems that deliver measurable business outcomes across marketing operations, customer engagement, and commerce.
Through the agreement, WPP Enterprise Solutions will combine its engineering and customer experience expertise with AWS’ generative and agentic AI technologies to develop scalable AI solutions for enterprise clients.
The collaboration also supports growing industry demand for AI-powered marketing, with Gartner forecasting that 60% of brands will use agentic AI to deliver one-to-one customer interactions by 2028.
As part of the collaboration, WPP Enterprise Solutions will expand a portfolio of production-ready offerings built on AWS, including an Amazon Marketing Cloud Centre of Excellence to strengthen audience intelligence and measurement, a Composable Content Engine powered by Amazon Bedrock that enables local teams to create brand-compliant creative assets at scale, and Agentic CX and Commerce Accelerators that help businesses deploy autonomous marketing, personalisation and commerce workflows more quickly.
According to WPP Enterprise Solutions, enterprise clients using its Composable Content Engine have achieved up to a 90% reduction in production time and a 40% reduction in content creation costs, demonstrating how AI can improve operational efficiency while maintaining brand governance.
“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 at WPP Enterprise Solutions.
“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,” added Geheb.
The collaboration also highlights how AI is moving from experimentation into everyday business operations, with WPP Enterprise Solutions stating that its engineers will continue building and operating AI systems directly on AWS to help brands integrate generative and agentic AI into customer experiences at enterprise scale.
“WPP Enterprise Solutions engineers build and operate production AI directly on AWS for some of the world’s most recognizable brands, and together we’re scaling a proven model that’s already delivering measurable outcomes for customers,” shared Ruba Borno, Vice President of Global Specialists and Partners at AWS.
One example is equipment rental company United Rentals, which worked with WPP Enterprise Solutions and AWS to develop Equipment Agent, an AI-powered recommendation solution built on Amazon Bedrock technologies that improved customers’ ability to identify suitable equipment by around 70% during internal testing, with the company now planning to expand additional AI applications across its business.
“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,” said Tony Leopold, Chief Technology & Strategy Officer at United Rentals.
