WPP Media has entered into a strategic partnership with agentic AI startup Kily to enhance its AI-driven commerce capabilities in India. The collaboration aims to help brands improve planning, media optimisation and performance across ecommerce marketplaces and quick commerce platforms through a more connected, data-driven approach.
As part of the partnership, Kily’s agentic commerce technology will be integrated with WPP Open, the company’s AI-powered marketing platform. The integration is designed to provide WPP Media’s Commerce Practice in India with a unified commerce planning system that connects planning, activation and measurement, enabling brands to respond faster to changing consumer demand and market dynamics.
Founded by former Flipkart and Affle executives Sankalp Mehrotra and Anurag Singh, Kily develops AI agents that autonomously manage commerce operations such as product listings, pricing and advertising across multiple marketplaces and quick commerce platforms. The platform is designed to improve gross merchandise value (GMV) and profitability by automating complex commerce decisions.
According to WPP Media, the partnership addresses the growing complexity of India's fragmented ecommerce landscape by bringing together signals from multiple platforms, product categories and consumer touchpoints. The combined solution uses AI-powered planning and optimisation to improve demand forecasting, inventory alignment and media efficiency, supporting a more predictive approach to commerce.
Sankalp Mehrotra, co-founder and CEO of Kily, said the company is focused on bringing greater autonomy to commerce management. He added that India's multi-marketplace ecosystem requires AI-driven decision-making at scale, and the partnership with WPP Media will enable brands to operate more efficiently while improving performance across marketplaces and quick commerce.
Ashwin Padmanabhan, COO, WPP Media South Asia, said ecommerce has become increasingly complex, with brands navigating fragmented platforms and rapidly shifting demand patterns. He said the integrated commerce planner developed with Kily connects planning, activation and measurement into a unified system, helping brands transition from reactive execution to a more predictive, outcome-led growth strategy.
