Mumbai: WPP and Adobe have announced an expansion of their long-standing global partnership to deliver integrated, AI-powered marketing solutions for global brands. The collaboration aims to help businesses optimise media investments, scale creativity and streamline end-to-end marketing operations through agentic AI workflows and customer experience orchestration.
The expanded alliance will combine Adobe’s AI capabilities, content platforms and data orchestration tools with WPP’s strategic consulting, creative expertise and transformation capabilities. Central to the integration is WPP Open, WPP’s agentic marketing platform, which will provide a connected and privacy-safe approach to marketing transformation.
The companies said the partnership addresses a core challenge for modern brands: producing large volumes of personalised content across multiple channels while navigating fragmented tools and workflows. By integrating planning, creation, production and activation of creative and media assets, the joint solution aims to deliver a seamless, AI-powered content supply chain designed for the demands of large-scale personalisation.
For the first time, brands will be able to access agentic AI workflows and orchestration capabilities from both organisations in a unified system. Adobe’s AI agents will enable the creation and adaptation of content, while WPP’s agents will optimise media spend and activate campaigns across channels.
As part of the integration, Adobe Firefly Foundry will be embedded within WPP Open. Firefly Foundry enables enterprises to build generative AI models trained responsibly on their own intellectual property and safe for commercial use. The integration is designed to ensure that content remains on-brand from inception, enhancing speed, productivity and brand consistency for creative and marketing teams.
Recognising the continued importance of human expertise, both companies will invest in training and deploying creative AI forward-deployed engineers over the coming years. The initiative aims to help clients maximise the value of AI-powered workflows and prepare marketing teams to work effectively 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.”
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 accelerate adoption, WPP and Adobe will establish a joint go-to-market team and launch a dedicated Transformation Practice. The initiative will support clients in redesigning marketing operations and embedding AI-driven capabilities into their organisational structures, reinforcing the companies’ shared focus on innovation-led growth in an increasingly AI-powered marketing landscape.
