Mumbai: WPP Enterprise Solutions has entered into a multi-year Strategic Collaboration Agreement (SCA) with Amazon Web Services (AWS), deepening its focus on helping enterprises move generative and agentic AI initiatives from pilot projects to large-scale business deployments.
The partnership aims to support brands in accelerating AI adoption across commerce, customer experience, marketing operations, and personalization, as businesses increasingly seek measurable returns from AI investments rather than experimentation alone.
At the core of the collaboration is a suite of production-ready AI offerings built on AWS technologies, including Amazon Bedrock and Amazon OpenSearch. These solutions are designed to help enterprises deploy autonomous marketing workflows, streamline content creation, improve customer engagement, and connect marketing activities directly to business outcomes.
Among the key offerings is a Composable Content Engine, available through AWS Marketplace, which enables enterprises, franchisees, and local markets to generate brand-compliant creative assets at scale. According to WPP Enterprise Solutions, customers using the platform have reported reductions of up to 90% in content production time and 40% in associated costs.
The collaboration also includes an Amazon Marketing Cloud Center of Excellence, focused on audience intelligence, measurement, and commerce analytics, as well as Agentic Customer Experience and Commerce Accelerators that provide enterprises with a structured path to deploying autonomous AI-powered workflows.
Commenting on the agreement, Jeff Geheb, Chief Executive Officer, WPP Enterprise Solutions, said, “This collaboration with AWS is about helping clients transform generative and agentic AI from isolated experiments into core operating systems for their businesses. Enterprise leaders are looking for AI solutions that can scale, deliver measurable ROI, and meet the expectations of boards and leadership teams. We already build and operate production AI systems on AWS for some of the world’s largest brands, and this agreement strengthens our ability to deliver those capabilities at greater scale.”
Highlighting the strategic importance of AI in customer engagement and commerce, Ruba Borno, Vice President, Global Specialists and Partners, AWS, said, “AI is increasingly becoming the operating layer for commerce and customer experience. By combining WPP Enterprise Solutions’ transformation expertise with AWS’s AI infrastructure, we are helping organisations deploy production-grade AI solutions that generate measurable business outcomes.”
As part of the announcement, the companies showcased their work with United Rentals, the world’s largest equipment rental company. WPP Enterprise Solutions and United Rentals jointly developed Equipment Agent, an AI-powered equipment recommendation platform deployed across the company’s digital channels and built using Amazon Bedrock technologies.
According to internal testing, the solution has improved customers’ ability to identify suitable equipment for projects by approximately 70%, making it one of the earliest AI-driven recommendation systems deployed in the equipment rental sector.
Reflecting on the initiative, Tony Leopold, Chief Technology & Strategy Officer, United Rentals, said, “Equipment Agent demonstrates how generative and agentic AI can move beyond concepts into real-world deployment. Built with WPP Enterprise Solutions and powered by Amazon Bedrock, the solution allows us to meet customers where they already plan and manage their work while supporting continued innovation across our AI roadmap.”
WPP Enterprise Solutions, an AWS Advanced Tier Services Partner, currently delivers AI, commerce, customer experience, and data solutions for enterprise clients worldwide. The new agreement reinforces both companies’ efforts to help brands scale AI adoption at a time when intelligent, personalised consumer experiences are rapidly becoming the industry standard.
