The enterprise transformation business unit of WPP Group, WPP Enterprise Solutions, has signed a multi-year Strategic Collaboration Agreement (SCA) with Amazon Web Services, Inc. (AWS). This historic partnership has been made in such a way that it will speed up the process for enterprises to move from the experimental phase of artificial intelligence to the implementation stage.
The increased use of AI has resulted in changing consumer expectations, making contextual, autonomous, and real-time personalized conversations the norm. According to an industry analysis by Gartner, by 2028, 60% of consumer brands will be using agentic AI platforms for managing automated, one-to-one conversations with customers. The collaboration between WPP Enterprise Solutions and AWS will allow global brands to develop production-quality AI solutions with agentic and generative AI capabilities that can fulfill the changing demands of consumers.
Bridging the Gap from AI Pilots to Full Production
Operating as the dedicated AWS Consulting Partner within the broader WPP network, WPP Enterprise Solutions specializes in building and running autonomous commerce and CX architectures. Its specialized engineering teams write code, deploy intelligent agents, and manage backend infrastructure to bridge the historical gap between creative agency strategy and robust, scalable software development.
The collaborative framework introduces a portfolio of enterprise-grade, production-ready solutions deployed on AWS infrastructure:
- Amazon Marketing Cloud Center of Excellence: This dedicated hub expands corporate data and content structures into unified audience intelligence and analytics frameworks, directly linking creative asset generation to tangible commercial outcomes on AWS.
- Composable Content Engine: Built natively on Amazon Bedrock and accessible through the AWS Marketplace, this subscription-based engine enables franchisees, local market distributors, and dealers to auto-generate brand-compliant creative materials at scale with strict compliance guardrails. Early enterprise deployments have demonstrated up to a 90% reduction in production timelines alongside a 40% decrease in creative asset costs.
- Agentic CX and Commerce Accelerators: Available via the AWS Marketplace, these operational accelerators give enterprises a secure, governed pathway to scale autonomous marketing, personalization systems, and automated purchasing workflows from early pilots to global deployments.
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“This collaboration with AWS is about one thing: helping our clients turn generative and agentic AI from experiments into operating systems for their businesses,” said Jeff Geheb, CEO, WPP Enterprise Solutions. “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.”
“AI is becoming the operating layer for commerce and customer experience,” said Ruba Borno, Vice President of Global Specialists and Partners at AWS. “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.”
Proven Success: United Rentals Deployment
United Rentals (NYSE: URI), the largest equipment rental enterprise globally, serves as a primary validation point for scalable AI systems engineered by WPP Enterprise Solutions on AWS. Together, the companies engineered the Equipment Agent—an omnichannel, AI-driven identification system currently deployed across unitedrentals.com and modern AI platforms. Initially launched using Amazon Bedrock Agents and subsequently transitioned to Amazon Bedrock AgentCore, the technology validates equipment options using Amazon Bedrock Knowledge Bases vectorized within Amazon OpenSearch. Internal testing has demonstrated an approximate 70% efficiency improvement in guiding customers to project-appropriate machinery.
United Rentals intends to expand its deployment of cloud-based AI solutions on AWS, continuing its development of applications built upon Amazon Bedrock and Amazon OpenSearch.
“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.” said Tony Leopold, Chief Technology & Strategy Officer, United Rentals.
Core Capabilities and Partnership Status
As an AWS Advanced Tier Services Partner, WPP Enterprise Solutions features a global network of AWS-certified architects and developers. The division operates a dedicated Amazon Marketing Cloud Center of Excellence alongside active customer experience, data management, and commerce deployments rooted in Amazon Bedrock’s generative and agentic AI platform.
