Adobe and WPP have announced an expanded partnership to deliver integrated agentic AI solutions from each company to transform brand marketing by delivering an end-to-end marketing platform. Adobe’s AI agents can generate and adapt content, while WPP’s agents optimize media spend and activate campaigns across multiple channels. The aim is to help modern marketing teams to produce more content for more platforms.
 

WPP and Adobe each have AI-powered solutions that help brand marketers with their work and campaigns. Adobe offers various generative AI capabilities, content platforms, and data orchestration. WPP offers deep marketing insight capabilities. Now, the two companies have forged a new, closer partnership with integrated solutions that enable users to access those capabilities from both companies in a single, streamlined end-to-end pipeline that spans creative marketing endeavors, from planning to deployment to assessment.  

With this new effort, brand marketers will be able to tap coordinated workflow comprising tech, powered by AI agents, from both companies. AI agents from Adobe will focus on content creation, while WPP’s agents will handle assessment and optimization of media allocation and activation across various channels. The collaborative solution will leverage WPP’s agentic marketing platform, WPP Open. Adobe Firefly Foundry—used to train generative models on a company’s own IP—will also be integrated into WPP Open, helping to maintain brand consistency and safety, as generative AI models are trained on customer IP, says Adobe. This new approach is also expected to speed the creation and deployment of marketing campaigns.

According to Adobe the partnership addresses a fundamental challenge facing brands today, as teams must produce more content for more channels and personalize experiences across audiences, yet most have no choice but to use fragmented tools and workflows. That is about to change, as WPP and Adobe will deliver integrated solutions that orchestrate the planning, creation, production, and activation of creative and media assets—powered by AI agents.

“Marketing and creative teams understand the high bar consumers have set for personalization, 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 personalization at scale,” said  Anil Chakravarthy, president of Customer Experience Orchestration Business at Adobe.

To speed adoption, WPP and Adobe are establishing a joint go-to-market team and launching a Transformation Practice to help clients redesign their marketing operations and embed these capabilities into their organizations.

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