WPP and Adobe expand partnership to deliver AI-driven marketing transformation

Feb. 24, 2026 — WPP plc and Adobe Inc. announced an expanded global partnership to provide integrated, AI-powered marketing solutions for brands.

The collaboration combines Adobe’s AI, content and data platforms with WPP’s strategic and creative capabilities, leveraging WPP Open and Adobe Firefly Foundry to enable agentic AI workflows across planning, content creation, media optimisation and activation. The companies said the goal is to streamline end-to-end marketing operations, helping brands scale personalised content while maintaining brand integrity.

For the first time, clients will be able to access coordinated AI agents from both companies, with Adobe’s tools generating and adapting content and WPP’s systems optimising media and channel activation. The partners will also establish a joint go-to-market team and launch a Transformation Practice to help clients redesign marketing processes.

Both companies said they will invest in training creative AI engineers to support adoption and embed AI-driven workflows across client organisations.