WPP and Adobe have expanded their long-standing global partnership to deliver integrated, AI-powered marketing solutions aimed at helping brands streamline operations, scale creativity and drive growth.
The enhanced collaboration will combine Adobe’s AI capabilities, content platforms and data orchestration tools with WPP’s strategic, creative and transformation expertise. Central to the partnership is the integration of Adobe’s technologies with WPP’s agentic marketing platform, WPP Open, creating a connected and privacy-safe framework for end-to-end marketing transformation.
The companies said the move addresses a key challenge for brands: producing increasing volumes of personalised content across channels while managing fragmented tools and workflows. The new offering will orchestrate the planning, creation, production and activation of creative and media assets through AI agents.
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."
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.”
For the first time, clients will be able to access agentic AI workflows from both organisations. Adobe’s AI agents will support content creation and adaptation, while WPP’s agents will focus on media optimisation and cross-channel activation. Adobe Firefly Foundry will be integrated into WPP Open, enabling brands to develop generative AI models trained on their own intellectual property and approved for commercial use, ensuring content remains on brand from inception.
Alongside the technology integration, WPP and Adobe plan to train and deploy creative AI engineers over the coming years to help clients maximise the value of AI-led workflows. The partners will also establish a joint go-to-market team and launch a dedicated Transformation Practice to support organisations in redesigning their marketing operations and embedding AI capabilities at scale.
