WPP Enterprise Solutions signs multi-year AI deal with AWS

WPP Enterprise Solutions, a business unit of WPP (NYSE: WPP), has signed a multi-year Strategic Collaboration Agreement with Amazon Web Services to deploy generative and agentic AI systems for enterprise clients in commerce, customer experience, and marketing operations.

Under the agreement, WPP Enterprise Solutions will offer a portfolio of products built on AWS infrastructure, including a Composable Content Engine available through AWS Marketplace that the company says has delivered up to 90% reduction in production time and 40% reduction in content costs for enterprise clients. The portfolio also includes an Amazon Marketing Cloud Center of Excellence and a set of Agentic CX and Commerce Accelerators also available through AWS Marketplace.

"Enterprise leaders are past the pilot stage. They need AI that ships, scales, and delivers measurable ROI," said Jeff Geheb, Global CEO of WPP Enterprise Solutions.

Ruba Borno, Vice President of Global Specialists and Partners at AWS, said the collaboration "proves what's possible when you combine deep transformation expertise with a platform purpose-built for AI at scale."

The press release cites United Rentals (NYSE: URI) as a customer example. WPP Enterprise Solutions built an AI-powered equipment identification tool called Equipment Agent for United Rentals, deployed on Amazon Bedrock Agents and later migrated to Amazon Bedrock AgentCore. The company reported approximately a 70% improvement in helping customers identify the right equipment, based on internal testing.

"We have moved generative and agentic AI from ideas to production at the pace our business demands," said Tony Leopold, Chief Technology & Strategy Officer at United Rentals.

WPP Enterprise Solutions holds AWS Advanced Tier Services Partner status and employs AWS-certified consultants. The unit operates across more than 40 markets with approximately 12,000 employees.

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