WPP and Adobe expand partnership to drive AI transformation for client marketing operations

WPP and Adobe have announced an expansion of their long-standing global partnership to deliver integrated marketing solutions that help global brands optimize media performance, drive business growth, and scale creativity using new agentic capabilities. The collaboration combines Adobe’s advanced AI technologies, content platforms, and data orchestration tools with WPP’s strategic expertise, creative capabilities, and end-to-end transformation services. It will also leverage WPP’s agentic marketing platform, WPP Open, to support a connected and privacy-safe approach to marketing transformation.

The expanded partnership aims to address a major challenge for modern brands: the growing need to produce large volumes of content across multiple channels while delivering highly personalized experiences. Many organizations still rely on fragmented tools and workflows, making it difficult to scale personalization while maintaining brand consistency. To solve this, WPP and Adobe will introduce integrated solutions that coordinate the entire content supply chain—from planning and creation to production and activation of creative and media assets—powered by AI-driven agents.

For the first time, brands will be able to access agentic AI workflows from both companies, enabling closer alignment across the full marketing lifecycle. Adobe’s AI agents will assist in generating and adapting content, while WPP’s agents will focus on optimizing media spending and activating campaigns across channels. The integration will also include Adobe Firefly Foundry, which enables organizations to develop generative AI models trained responsibly on their own intellectual property and safe for commercial use. By incorporating Firefly Foundry into WPP Open, creative and marketing teams can ensure brand consistency while accelerating campaign development and improving productivity.

Both companies also emphasize that human creativity remains essential to the future of marketing. As part of the partnership, WPP and Adobe plan to train and deploy creative AI engineers over the coming years to help clients maximize the value of AI-powered creative workflows. This initiative aims to prepare the next generation of marketers to effectively collaborate with AI and agentic technologies while continuing to drive creativity and innovation.