WPP & AWS Partner to Scale Agentic AI for Brands

WPP Enterprise Solutions has signed a multi-year agreement with Amazon Web Services. This deal aims to scale agentic AI for brands. WPP will deepen its role as a commerce and customer experience partner. The goal is to help brands move generative and agentic AI initiatives from experimentation to large-scale deployment. This partnership will help brands operationalize AI across commerce, customer experience, and marketing operations. Consumer expectations for personalized interactions are rising. Gartner expects 60% of brands to use agentic AI for one-to-one customer interactions by 2028. Businesses want to automate and personalize engagement at scale. WPP Enterprise Solutions will combine its engineering capabilities with AWS' generative and agentic AI technologies. They will build and deploy production-ready AI systems for enterprise customers. The collaboration includes an Amazon Marketing Cloud Centre of Excellence. This connects content creation and data with audience intelligence. It helps brands link creative production to commerce outcomes. A Composable Content Engine will also be available on Amazon Bedrock and through AWS Marketplace. This platform allows local teams to create brand-compliant creative assets at scale. Enterprise clients using this platform have seen up to a 90% reduction in production time and a 40% reduction in content costs. The companies will also offer Agentic CX and Commerce Accelerators via AWS Marketplace. These tools help enterprises deploy autonomous marketing, personalization, and commerce workflows more efficiently. This collaboration helps businesses move AI from experiments to operating systems, delivering measurable results.