WPP has announced an expansion of WPP Enterprise Solutions, the global business unit it launched earlier this year to help companies navigate AI-powered transformation.
The unit, one of WPP’s four strategic operating divisions, brings together capabilities spanning commerce, consulting, content transformation, customer relationship management, loyalty and first-party data, customer and product experience, and engineering and platforms. It already works with major brands including IKEA, Ford, L’Oréal and Nestlé on marketing modernization and broader business transformation projects.
As part of the expansion, WPP Enterprise Solutions is rolling out an initial portfolio of proprietary offerings aimed at helping clients accelerate growth in an AI-powered economy. The new services include:
- AI Transformation Consulting — strategic advisory, technology architecture and agentic AI systems designed to help organizations put AI to practical use.
- Agentic Commerce — a service that turns brand and product information into machine-readable signals, helping AI agents discover, evaluate and recommend brands.
- Owned Intelligence — a tool for converting a company’s own data into AI-ready assets meant to drive measurable, brand-specific business results.
- Adaptive, Real-time Relationships — pairing first-party data with AI to personalize customer interactions and strengthen loyalty and lifetime value.
The expansion is underpinned by partnerships with major technology providers, including Adobe, Amazon Web Services, Braze, Google, Microsoft, Salesforce and Shopify — part of what several outlets described as WPP’s broader strategy of embedding itself more deeply into enterprise technology ecosystems rather than competing solely on traditional creative and media work.
Jeff Geheb, Global CEO of WPP Enterprise Solutions, framed the expansion around a familiar client problem: most companies, he said, don’t lack ambition so much as they lack integration, with customer experience, content, commerce, data and technology too often developing in isolation from one another. The new offerings, he said, are meant to help clients bring those pieces together into systems they can “continuously optimise, operate and scale.”
WPP pointed to research from IDC and Forrester projecting that the customer experience services market will exceed $500 billion by 2028, alongside continued growth in digital transformation, ecommerce and AI software spending, as evidence of accelerating enterprise demand for the kind of integrated services it’s now offering.
