WPP, Adobe expand partnership to roll out AI-led marketing solutions

WPP and Adobe have expanded their global partnership to introduce integrated, AI-led marketing solutions aimed at helping brands scale content creation, optimise media and deliver personalised experiences.

The collaboration brings together WPP Open, the holding company’s AI-enabled marketing operating system, with Adobe Firefly Foundry, Adobe’s enterprise-grade generative AI platform. The integration is designed to support the planning, creation, production and activation of creative and media assets through AI-driven workflows.

According to the companies, the move addresses increasing pressure on brands to produce high volumes of content across multiple channels while maintaining brand consistency. By combining Adobe’s content generation and adaptation capabilities with WPP’s media optimisation and activation systems, brands will be able to access agentic AI workflows across the marketing lifecycle.

As part of the expanded partnership, Adobe Firefly Foundry will be embedded within WPP Open to help ensure that AI-generated content aligns with brand guidelines and is commercially safe for use. The companies said the joint solution will enable more seamless coordination between creative and media functions.

WPP and Adobe also plan to invest in training creative AI engineers over the coming years to support clients adopting AI-led marketing processes. The initiative aims to equip marketing teams to work more closely with artificial intelligence while retaining human creative oversight.

Stephan Pretorius, chief technology officer at WPP, said the collaboration would remove production bottlenecks and enable agentic content systems that handle operational complexity. Anil Chakravarthy, president of Adobe’s Customer Experience Orchestration Business, said the partnership would help brands meet rising consumer expectations for personalised, cross-channel engagement at scale.

The companies further announced plans to form a joint go-to-market team and launch a Transformation Practice to help clients redesign marketing operations and integrate the new AI capabilities into their organisations.