Adobe and WPP have expanded their partnership to create AI-driven marketing solutions to help brands operate faster and at greater scale.
By combining products such as Adobe’s AI capabilities and WPP’s agentic marketing platform, the collaboration aims to design a unified, AI-driven marketing system.
This latest partnership aims to address the persistent challenges marketing teams face to ensure customer retention.
Stephan Pretorius, Chief Technology Officer at WPP, explains how traditional marketing has created unnecessary delays in production processes, and that this latest collaboration aims to address the complexities of content creation and delivery.
“For years, we’ve watched brilliant creative ideas get stuck in production queues, buried under versioning and approvals and media plans. That era is over.
“With Adobe, we’re shattering the barriers between ideation and impact, building agentic content systems that handle the complexity so human creativity can soar.
“This is what it looks like when two companies with creativity at their core harness the power of AI so that brands can drive growth.”
Tackling Fragmentation, Inefficiency & Data Silos in Traditional Marketing
Traditional marketing operations often face many shortcomings that often negatively affect a brand’s ability to deliver targeted, time-sensitive, and consistent recommendations.
With many teams still operating in disconnected environments, marketers are required to produce a rapidly growing volume of content for more channels and personalized audience segments, all while existing tools and systems are siloed.
This fragmentation can slow work and make it harder to scale personalized marketing without losing brand consistency.
These siloed operations mean planning, content creation, media execution, and optimization are often left separated, cause inefficiencies, delays, versioning issues, and difficulty coordinating across teams.
Furthermore, many brands that implement this marketing strategy lack a unified content supply chain design for modern demands and expectations, making it harder for marketing teams to catch up with asset management, keeping content on brand, and responding quickly to changes in audience needs.
Traditional structures also tend to limit the effective use of customer data when it sits across separate platforms, making it difficult to form a unified view of the customer, weakening segmentation, and reducing relevance, resulting in repetitive or irrelevant messaging across touchpoints.
Addressing operational fragmentation is therefore not only an efficiency objective but also a central component to improving end-to-end customer experience.
Building an Integrated, AI-Driven Marketing Ecosystem
WPP and Adobe’s unified marketing solution will link planning, creation, production, and activation of creative and media assets into one coordinated workflow.
Adobe will be implementing its AI tools and content platforms into the solution, as well as CX and data orchestration technologies.
WPP will implement its strategic planning, creative skills, and transformation expertise, as well as itself agentic marketing platform, WPP Open.
By combining Adobe Firefly Foundry with WPP Open, the providers can build generative AI models trained on a client’s own brand and intellectual property.
The solution also uses AI agents from both companies, supporting generation, adaption, and content from Adobe’s tools, whilst WPP’s agents focus on media optimization and activation across channels.
It is also privacy-safe and designed to operate across the full marketing cycle, lowering the risk of copyright issues, data misuse, and end-to-end visibility.
This means marketing activities can be managed in one connected system rather than across separate tools and handoffs, with AI automation, teams can produce repetitive tasks so teams can generate personalized content more quickly while brand guidelines remain embedded in the workflow.
Generative models are also trained on a company’s approved data and cleared for commercial use, meaning teams can scale output with greater consistency, control, and lower legal risk.
To ensure brands effectively deploy these capabilities within their operations, the two providers are also establishing a joint go-to-market team to launch a Transformation Practice to help brands redesign their marketing workflows.
Advancing Personalized, Orchestrated Customer Experiences at Scale
Anil Chakravarthy, President, Customer Experience Orchestration Business at Adobe, highlights how consumers are now expecting highly personalized and relevant experiences every time they interact with a brand.
“Marketing and creative teams today understand the high bar consumers have set for personalization, which requires fresh and engaging content that is tailored for every interaction and delivered intuitively across channels.
“Bringing together capabilities across Adobe and WPP provides a seamless way for brands to address this challenge, activating AI agents to drive customer experience orchestration and unlock personalization at scale.”
By helping brands deliver more personalized and relevant interactions across channels, this reduces friction that typically comes from disjointed tools and teams, making it easier to respond quickly to customer expectations.
The unified solution allows brands to automate routine tasks and accelerate tailored content creation, enabling teams to focus on higher-value work and deliver experiences that reflect changing needs.
Embedding generative models trained on a brand’s approved data ensures content remains on-brand and legally safe while still being customized for different audiences, supporting consistent experience quality at scale.
Coordinated AI workflows allow brands to orchestrate customer experiences based on context and preferences, helping teams keep messages and media aligned with what customers want.
For CX leaders, the value lies in greater coordination across teams, faster response to customer signals, and stronger alignment between brand promise and lived customer experiences.
