Marketing holding company WPP and creative software suite Adobe have announced an expansion of their creative partnership, which includes Adobe’s Firefly Foundry being integrated into WPP’s AI operating system WPP Open.
The expansion will let brands access agentic workflows and orchestration from both companies to help brands produce more content across multiple channels whilst maintaining a consistent brand identity.
Content creation would be fuelled by Adobe’s suite of creative tools while WPP Open would enable the alignment of assets with brand guidelines.
“Marketing and creative teams today understand the high bar consumers have set for personalisation,” said Anil Chakravarthy, President, Customer Experience Orchestration Business at Adobe.
He continues: “[This] requires fresh and engaging content that is tailored for every interaction and delivered intuitively across channels.”
Both companies said they plan to invest in training creative AI engineers in the coming years to support clients adopting AI-powered marketing.
WPP and Adobe also said they plan to launch a Transformation Practice, which will help clients bolster and redesign their marketing with Adobe tools.
WPP CTO Stephan Pretorius explained the partnership will enable creative ideas to come into fruition faster and more efficiently, describing the innovation as “shattering the barriers between ideation and impact, building agentic content systems that handle the complexity so human creativity can soar.”
Creative Agents
The collaboration marks the expansion of AI agents being used in creative workflows. In this context, Adobe’s agents will generate hundreds of versions of assets for brands while WPP’s media agents will analyse real-time performance data and understand which assets are performing best.
This enables brands to automatically shift media spend towards high-performing assets or trigger new assets being created.
This process potentially serves as an example of AI removing production bottlenecks for brands that can slow down large-scale campaigns.
