WPP ENTERPRISE SOLUTIONS AND AWS ENTER INTO STRATEGIC COLLABORATION

Budapest, 10 July 2026 – WPP Enterprise Solutions, WPP’s global business transformation unit, has entered into a strategic collaboration agreement with Amazon Web Services (AWS). The multi-year collaboration is designed to help enterprise brands move more rapidly from artificial intelligence pilot projects to scalable AI solutions that deliver measurable business results.

Consumers now expect immediate, intelligent and personalised experiences at every brand touchpoint. Gartner forecasts that by 2028, 60% of brands will use agentic AI solutions to enable simpler, personalised, one-to-one customer interactions. This shift makes it increasingly important for companies not only to test generative and autonomous AI systems, but also to integrate them into their live business operations.

To support this, WPP Enterprise Solutions is combining its expertise in engineering, creativity, commerce and customer experience design with AWS’s generative and agentic AI capabilities. The collaboration focuses on solutions ready for real-world business use, supporting companies across marketing automation, personalisation, content production, commerce and customer experience.

The portfolio includes, among other solutions, the Amazon Marketing Cloud Center of Excellence, the Amazon Bedrock-powered Composable Content Engine, and the Agentic CX and Commerce Accelerators solution suite available through AWS Marketplace. For enterprise clients, the Composable Content Engine has delivered reductions of up to 90% in production time and up to 40% in content costs. By developing and operating AI systems, the companies are able to meet enterprise clients’ expectations regarding speed, scalability, data security and measurable return on investment.

“AI is no longer a future opportunity, but a highly relevant business and communications issue in Hungary as well. Our clients are increasingly looking for solutions that ensure artificial intelligence does not remain merely a source of inspiration or an experimental tool, but becomes embedded in everyday marketing, commerce and customer experience processes with measurable impact. This collaboration is particularly important to us because WPP’s global technology and transformation expertise directly supports the work we carry out in the Hungarian market, enabling us to provide our clients with faster, more efficient and more commercially relevant solutions,” said Tamás Balog, Managing Director of VML Hungary.

One practical example of the collaboration is United Rentals, the world’s largest equipment rental company, which developed its AI-powered equipment identification solution, Equipment Agent, with the support of WPP Enterprise Solutions and AWS.