WPP Enterprise Solutions, the global business transformation unit of WPP, the London-headquartered advertising and marketing company listed on the NYSE as WPP, has signed a multi-year Strategic Collaboration Agreement with Amazon Web Services, the cloud computing division of Amazon. The agreement is aimed at helping enterprise brands move generative and agentic AI projects from experimentation into production across commerce, customer experience and marketing operations.
Gartner has predicted that by 2028, 60 percent of brands will use agentic AI to deliver one-to-one interactions with consumers, a trend WPP Enterprise Solutions cited as part of the rationale for expanding its AWS-based AI work.
WPP Enterprise Solutions operates as an AWS Consulting Partner within WPP, focused on agentic commerce and customer experience work. The unit's engineers write the underlying code, deploy AI agents and operate the resulting systems, working between creative strategy teams and the production technology that runs on AWS.
The collaboration centers on three offerings already built on AWS. The Amazon Marketing Cloud Center of Excellence extends WPP Enterprise Solutions' content and data work into audience intelligence and measurement, connecting creative production to commerce outcomes. The Composable Content Engine, built on Amazon Bedrock, AWS's managed service for building generative AI applications, and sold as a subscription through AWS Marketplace, lets franchisees, dealers and local markets generate brand-compliant creative assets at scale under centralized governance. The company said enterprise clients using the Composable Content Engine have seen production time drop by as much as 90 percent and content costs drop by as much as 40 percent. A third offering, described as Agentic CX and Commerce Accelerators, gives enterprises a governed path through AWS Marketplace for moving autonomous marketing, personalization and commerce workflows from pilot to full deployment.
Jeff Geheb, CEO of WPP Enterprise Solutions, described what the agreement is meant to accomplish for clients:
"This collaboration with AWS is about one thing: helping our clients turn generative and agentic AI from experiments into operating systems for their businesses. Enterprise leaders are past the pilot stage. They need AI that ships, scales, and delivers measurable ROI with the rigor that boards and C-suites now demand. We already build and operate production AI on AWS for the world's biggest brands. This SCA reinforces the shared commitment, engineering depth, and go-to-market alignment to deliver at even greater scale."
Ruba Borno, Vice President of Global Specialists and Partners at AWS, framed the agreement around the role AI is taking on in commerce:
"AI is becoming the operating layer for commerce and customer experience. This collaboration proves what's possible when you combine deep transformation expertise with a platform purpose-built for AI at scale. WPP Enterprise Solutions engineers build and operate production AI directly on AWS for some of the world's most recognizable brands, and together we're scaling a proven model that's already delivering measurable outcomes for customers."
One example of the collaboration in practice involves United Rentals, an equipment rental company listed on the NYSE as URI that the companies describe as the world's largest in its category. WPP Enterprise Solutions and United Rentals built Equipment Agent, an AI-powered equipment identification tool available across unitedrentals.com and various AI platforms. The tool was first built on Amazon Bedrock Agents and has since moved onto Amazon Bedrock AgentCore, with its recommendations grounded in Amazon Bedrock Knowledge Bases that are vectorized using Amazon OpenSearch.
Based on internal testing, United Rentals said the tool has produced an approximately 70 percent improvement in helping customers find the right equipment for their projects. The company said it expects to continue scaling AI applications on AWS, including additional capabilities built on Amazon Bedrock and Amazon OpenSearch.
Tony Leopold, Chief Technology and Strategy Officer at United Rentals, described how the tool fits into the company's broader AI work:
"We built Equipment Agent to meet customers where they already plan their work — on unitedrentals.com and across the AI assistants, anywhere AI is becoming part of how the job gets done. With WPP Enterprise Solutions engineering and Amazon Bedrock anchoring it, we have moved generative and agentic AI from ideas to production at the pace our business demands and believe this SCA supports continued development."
WPP Enterprise Solutions holds AWS Advanced Tier Services Partner status, with AWS-certified consultants and a dedicated Amazon Marketing Cloud Center of Excellence. The unit has production AI deployments across commerce, customer experience, data and customer service, with Amazon Bedrock serving as the underlying layer for its generative and agentic AI work. WPP Enterprise Solutions operates with approximately 12,000 employees across more than 40 markets in North America, Latin America, EMEA and APAC.
