en.Wedoany.com Reported - WPP Enterprise Solutions has signed a multi-year strategic collaboration agreement with Amazon Web Services (AWS) to accelerate the deployment of generative AI and agentic AI in enterprise commerce, customer experience, and marketing operations. Through this partnership, the two companies aim to help large organizations advance AI projects from pilot phases to production-scale systems, delivering measurable business outcomes.
Jeff Geheb, CEO of WPP Enterprise Solutions, stated that business leaders have moved beyond the AI pilot phase and require AI systems that can be deployed, scaled, and measured according to the return on investment expectations set by executive teams and boards. The agreement reflects a broad shift in the enterprise technology market, as organizations seek to operationalize AI investments and integrate autonomous systems into customer-facing and operational processes. According to Gartner data, it is projected that by 2028, 60% of brands will use agentic AI to deliver optimized and personalized one-to-one interactions.
Under the agreement, WPP Enterprise Solutions combines its engineering capabilities in commerce, customer experience, and marketing transformation with AWS's generative and agentic AI infrastructure. The framework will provide enterprise customers with production-ready AI systems built on AWS technologies, including Amazon Bedrock, Amazon Marketing Cloud, and Amazon OpenSearch. At the core of the collaboration is a portfolio of solutions developed on AWS infrastructure, with key products including the Amazon Marketing Cloud Center of Excellence, which extends content and data foundations to audience insights and measurement capabilities, directly linking creative production processes to business outcomes through AWS services.
Another component is the Composable Content Engine, a subscription-based platform built on Amazon Bedrock and available through AWS Marketplace. This platform enables franchisees, distributors, and local market operators to generate brand-compliant creative assets at scale while maintaining governance controls. According to WPP Enterprise Solutions, organizations using this platform have reduced content production time by up to 90% and content-related costs by 40%. The agreement also includes agentic accelerators for customer experience and commerce, available through AWS Marketplace, designed to provide enterprises with a structured path from AI pilot projects to large-scale deployment of autonomous marketing, personalization, and commerce workflows.
This partnership comes as enterprises increasingly focus on scaling AI deployments beyond isolated use cases. Many organizations still face challenges in extending AI initiatives to production environments due to governance, integration, security, and operational requirements. The collaboration between WPP Enterprise Solutions and AWS aims to address these barriers through pre-built frameworks, engineering expertise, and cloud-native infrastructure. Ruba Borno, Vice President of Global Specialist and Partner Organization at AWS, stated that AI is becoming a foundational operational layer for commerce and customer experience functions, and this collaboration demonstrates what is possible when deep transformation expertise is combined with a platform built for AI at scale.
The companies highlighted the case of United Rentals, which collaborated with WPP Enterprise Solutions to develop the Equipment Agent, an AI-powered omnichannel equipment identification and recommendation platform. United Rentals, the world's largest equipment rental company, has deployed this solution on unitedrentals.com and other AI-enabled platforms. Initially launched using Amazon Bedrock Agents and later migrated to Amazon Bedrock AgentCore, the solution generates recommendations by leveraging Amazon Bedrock Knowledge Bases integrated with the Amazon OpenSearch vector database. According to internal testing conducted by United Rentals, the platform has improved the ability of customers to identify suitable equipment for their projects by approximately 70%. This initiative represents one of the earliest AI-driven recommendation systems developed specifically for the equipment rental industry.
Tony Leopold, Chief Technology and Strategy Officer at United Rentals, stated that the company developed the Equipment Agent to engage with customers through channels where they increasingly plan and manage their work activities. Leveraging WPP Enterprise Solutions' engineering expertise and the foundation provided by Amazon Bedrock, the company advanced generative and agentic AI from concept to production at the speed required by the business. This collaboration builds on the existing relationship between WPP Enterprise Solutions and AWS. WPP Enterprise Solutions holds AWS Advanced Tier Services Partner status and operates a dedicated Amazon Marketing Cloud Center of Excellence. The company also maintains production deployments spanning commerce, customer experience, customer service, and data operations, with Amazon Bedrock serving as the foundation for its generative and agentic AI architecture. WPP Enterprise Solutions reports that its global team comprises 12,000 experts across more than 40 markets in North America, Latin America, EMEA (Europe, Middle East, and Africa), and APAC (Asia-Pacific).
This article is compiled by Wedoany. All AI citations must indicate the source as "Wedoany". If there is any infringement or other issues, please notify us promptly, and we will modify or delete it accordingly. Email: news@wedoany.com
