WPP Enterprise Solutions signs multi-year deal with AWS to scale AI across marketing and commerce
New Delhi: WPP Enterprise Solutions, the global business transformation operating unit of WPP, announced that it has signed a multi-year Strategic Collaboration Agreement (SCA) with Amazon Web Services (AWS).
The agreement accelerates how enterprise brands close the gap between AI experimentation and scaled business impact across commerce, customer experience and marketing operations.
The prevalence of AI in everyday life has made instant, intelligent, personalised experiences the baseline consumer expectation. Gartner predicts that by 2028, 60% of brands will use agentic AI to deliver streamlined one-to-one interactions. Consumers now expect every touchpoint to be intelligent, contextual and autonomous.
Through this SCA, WPP Enterprise Solutions brings engineering depth and creative-to-commerce expertise to AWS generative and agentic AI capabilities, delivering production-grade AI systems at the speed and scale enterprise customers need to meet consumer demand.
From AI pilots to production
WPP Enterprise Solutions is the AWS Consulting Partner within WPP that specialises in agentic commerce and customer experience. Its engineers write the code, deploy the agents and operate the AI, bridging the gap between creative strategy and production-grade technology.
At the core of the partnership is a suite of production-ready solutions built on AWS. These include the Amazon Marketing Cloud Centre of Excellence, which links content and data capabilities with audience intelligence and measurement to connect creative production with commerce outcomes.
The collaboration also includes the Composable Content Engine, a subscription-based platform built on Amazon Bedrock and available through AWS Marketplace. It enables franchisees, dealers and local markets to create brand-compliant creative assets at scale while maintaining governance, helping enterprise clients reduce production time by up to 90% and content costs
by up to 40%.
In addition, Agentic CX and Commerce Accelerators, available through AWS Marketplace, provide enterprises with a governed pathway to move from pilot projects to large-scale deployment of autonomous marketing, personalisation and commerce workflows.
Jeff Geheb, CEO, WPP Enterprise Solutions, said, “This collaboration with AWS is about one thing: helping our clients turn generative and agentic AI from experiments into operating systems for their businesses.”
Geheb further added, “Enterprise leaders are past the pilot stage. They need AI that ships, scales and delivers measurable ROI with the rigour 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, said, “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 recognisable brands, and together we’re scaling a proven model that’s already delivering measurable outcomes for customers,” Runa added.
Customer proof point: United Rentals
United Rentals (NYSE: URI), the world’s largest equipment rental company, shows what scaled AI built by WPP Enterprise Solutions on AWS can deliver in practice. Through the collaboration, WPP Enterprise Solutions and United Rentals built Equipment Agent – an omnichannel AI-powered equipment identification solution live across unitedrentals.com and AI platforms.
Initially launched on Amazon Bedrock Agents and later expanded to Amazon Bedrock AgentCore, the solution uses Amazon Bedrock Knowledge Bases vectorised in Amazon OpenSearch to support its recommendation capabilities. According to the company, it is among the first AI-powered recommendation solutions developed for the equipment rental industry.
Internal testing showed that the system improved customers’ ability to find suitable equipment for their projects by approximately 70%.
United Rentals expects to continue to scale AI applications on AWS, including capabilities built on Amazon Bedrock and Amazon OpenSearch.
Tony Leopold, Chief Technology & Strategy Officer, United Rentals, said, “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.”
Building on AWS for leading brands
WPP Enterprise Solutions is an AWS Advanced Tier Services Partner with AWS-certified consultants, a dedicated Amazon Marketing Cloud Centre of Excellence and production deployments across commerce, customer experience, data and customer service, with Amazon Bedrock anchoring the generative and agentic AI layer.
