WPP and Adobe have deepened their global partnership to deliver integrated agentic AI solutions for brands, combining Adobe’s generative AI and orchestration tools with WPP’s strategic and creative expertise. The collaboration aims to streamline marketing operations, scale personalisation, and empower human creativity while preparing the next generation of marketers.
In a move that underscores the accelerating role of artificial intelligence in reshaping global marketing, WPP and Adobe have announced an expanded partnership designed to deliver integrated agentic AI solutions for brands worldwide. The collaboration promises to transform how companies orchestrate customer experiences, create content, and activate campaigns across channels, while ensuring brand integrity and creative excellence remain at the forefront.
The partnership builds on years of collaboration between the two companies, but this latest expansion marks a significant step forward. At its core, the initiative seeks to address one of the most pressing challenges facing modern marketing teams: the need to produce more content for more platforms, tailored to increasingly diverse audiences, without sacrificing authenticity or efficiency. Fragmented tools and workflows have long hindered this ambition, leaving creative ideas trapped in production bottlenecks. WPP and Adobe’s integrated approach aims to break down these barriers, offering a unified solution that streamlines the end-to-end marketing process.
Central to the partnership is the deployment of agentic AI workflows, which allow brands to coordinate planning, creation, production, and activation of assets through intelligent agents. Adobe’s AI agents can generate and adapt content, while WPP’s agents optimise media spend and activate campaigns across multiple channels. This dual capability ensures that creative and marketing teams can move faster, with greater precision, and with a stronger guarantee that content remains aligned with brand values from inception to execution.
A key element of the collaboration is the integration of Adobe Firefly Foundry into WPP Open, WPP’s agentic marketing platform. Firefly Foundry enables the development of generative AI models trained responsibly on a client’s intellectual property, ensuring outputs are safe for commercial use and firmly on brand. By embedding this capability within WPP Open, the partnership provides creative teams with a powerful tool to accelerate campaign development while maintaining the highest standards of brand integrity. This innovation is expected to redefine the content supply chain, making it fit for a new era of marketing where speed, scale, and authenticity are paramount.
Stephan Pretorius, Chief Technology Officer at WPP, emphasised the transformative potential of the partnership. “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 of Adobe’s Customer Experience Orchestration Business, highlighted the growing demand for personalisation in consumer engagement. “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.”
Beyond technology, the partnership places strong emphasis on human talent. Both companies recognise that while AI can automate and accelerate processes, creativity remains a fundamentally human endeavour. To this end, WPP and Adobe are committing to training and deploying creative AI forward-deployed engineers over the coming years. These specialists will help clients maximise the value of AI solutions, ensuring that technology serves as a catalyst for creativity rather than a replacement. By preparing the next generation of marketers to work with agentic technologies, the partnership aims to foster a workforce that is both technologically adept and creatively empowered.
To accelerate adoption, WPP and Adobe are establishing a joint go-to-market team and launching a Transformation Practice. This initiative will guide clients through the redesign of their marketing operations, embedding AI-driven capabilities into organisational structures and workflows. The goal is not merely to introduce new tools, but to enable a holistic transformation that aligns strategy, creativity, and technology in service of business growth.
The implications of this partnership extend far beyond operational efficiency. By combining Adobe’s industry-leading AI capabilities, content platforms, and data orchestration with WPP’s strategic insight and creative expertise, the collaboration positions itself as a blueprint for the future of marketing. It signals a shift towards agentic systems that can manage complexity at scale, freeing human talent to focus on ideation, storytelling, and brand-building. In doing so, it addresses the dual imperatives of modern marketing: delivering personalised experiences that resonate with consumers, while maintaining the authenticity and integrity that underpin brand trust.
For global brands navigating an increasingly fragmented media landscape, the partnership offers a compelling proposition. It promises not only to streamline processes but also to unlock new levels of creativity and impact. By orchestrating the entire content lifecycle—from conception to activation—through AI agents, WPP and Adobe are setting a new standard for how marketing can be executed in the digital age.
As the marketing industry continues to grapple with the demands of scale, speed, and personalisation, the expanded partnership between WPP and Adobe stands as a landmark development. It reflects a broader trend towards the integration of AI into creative industries, where technology is not seen as a threat to human creativity but as a powerful enabler. With this collaboration, WPP and Adobe are demonstrating how agentic AI can be harnessed to drive growth, enhance customer experiences, and elevate the role of creativity in business transformation.
In the years ahead, the success of this partnership will likely be measured not only by the efficiency gains it delivers but also by the creative breakthroughs it enables. By aligning technology with human ingenuity, WPP and Adobe are charting a path towards a future where marketing is both more intelligent and more imaginative—a future where brands can engage audiences with unprecedented relevance and resonance.
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