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WPP Enterprise Solutions and AWS Sign Multi-Year Deal to Scale Agentic AI for Brands
WPP Enterprise Solutions, the global business‑transformation arm of advertising group WPP, announced on 18 June 2026 that it has signed a multi‑year Strategic Collaboration Agreement (SCA) with Amazon Web Services (AWS). The partnership is aimed at turning AI pilots into production systems that drive commerce, customer experience and marketing outcomes for enterprise brands.
The deal comes on the heels of a Gartner forecast that by 2028, 60 % of brands will use agentic AI to deliver one‑to‑one interactions. WPP Enterprise Solutions, an AWS Consulting Partner that specializes in agentic commerce and customer experience, will leverage its engineering and creative expertise to build, deploy and operate AI solutions on AWS. The SCA gives brands a governed path from experimentation to scaled, production‑grade AI.
Key components of the collaboration include a portfolio of AWS‑based offerings. The Amazon Marketing Cloud Center of Excellence extends content and data foundations into audience intelligence and measurement, linking creative production directly to commerce outcomes on AWS. The Composable Content Engine, built on Amazon Bedrock and available through the AWS Marketplace, is a subscription platform that lets franchisees, dealers and local markets create brand‑compliant creative assets at scale with governance from day one. Enterprise clients have reported up to a 90 % reduction in production time and a 40 % reduction in content costs.
"This collaboration with AWS is about helping our clients turn generative and agentic AI from experiments into operating systems for their businesses," said Jeff Geheb, CEO of WPP Enterprise Solutions. "Enterprise leaders are past the pilot stage. They need AI that ships, scales, and delivers measurable ROI with the rigor that boards and C‑suites now demand. We already build and operate production AI on AWS for the world’s biggest brands. This SCA reinforces the shared commitment, engineering depth, and go‑to‑market alignment to deliver at even greater scale."
"AI is becoming the operating layer for commerce and customer experience," added Ruba Borno, Vice President of Global Specialists and Partners at AWS. "This collaboration proves what’s possible when you combine deep transformation expertise with a platform purpose‑built for AI at scale. WPP Enterprise Solutions engineers build and operate production AI directly on AWS for some of the world’s most recognizable brands, and together we’re scaling a proven model that’s already delivering measurable outcomes for customers."
A concrete example of the partnership’s impact is United Rentals (NYSE: URI), the world’s largest equipment‑rental company. Through the SCA, WPP Enterprise Solutions and United Rentals built Equipment Agent, an omni‑channel AI‑powered equipment‑identification solution that runs on unitedrentals.com and other AI platforms. The solution was first launched on Amazon Bedrock Agents and later moved to Bedrock AgentCore. It uses Bedrock Knowledge Bases vectorized in Amazon OpenSearch to ground recommendations.
Equipment Agent is one of the first AI‑powered recommendation solutions in the equipment‑rental industry and, according to internal testing, improves customers’ ability to find the right equipment for their projects by roughly 70 %. United Rentals plans to expand AI applications on AWS, including further use of Bedrock and OpenSearch.
"We built Equipment Agent to meet customers where they already plan their work — on unitedrentals.com and across the AI assistants, anywhere AI is becoming part of how the job gets done," said Tony Leopold, Chief Technology & Strategy Officer at United Rentals. "With WPP Enterprise Solutions engineering and Amazon Bedrock anchoring it, we have moved generative and agentic AI from ideas to production at the pace our business demands, and we believe this SCA supports continued development."
WPP Enterprise Solutions is an AWS Advanced Tier Services Partner with AWS‑certified consultants and a dedicated Amazon Marketing Cloud Center of Excellence. Its production deployments span commerce, customer experience, data and customer service, with Amazon Bedrock anchoring the generative and agentic AI layer.
The SCA establishes a framework for WPP to deliver production‑grade AI solutions to enterprise clients using AWS services. Upcoming product releases will include new accelerators and updates to the Composable Content Engine. The partnership underscores the growing demand for AI that can be deployed at enterprise scale and the role of cloud platforms in enabling that deployment.
The deal comes on the heels of a Gartner forecast that by 2028, 60 % of brands will use agentic AI to deliver one‑to‑one interactions. WPP Enterprise Solutions, an AWS Consulting Partner that specializes in agentic commerce and customer experience, will leverage its engineering and creative expertise to build, deploy and operate AI solutions on AWS. The SCA gives brands a governed path from experimentation to scaled, production‑grade AI.
Key components of the collaboration include a portfolio of AWS‑based offerings. The Amazon Marketing Cloud Center of Excellence extends content and data foundations into audience intelligence and measurement, linking creative production directly to commerce outcomes on AWS. The Composable Content Engine, built on Amazon Bedrock and available through the AWS Marketplace, is a subscription platform that lets franchisees, dealers and local markets create brand‑compliant creative assets at scale with governance from day one. Enterprise clients have reported up to a 90 % reduction in production time and a 40 % reduction in content costs.
"This collaboration with AWS is about helping our clients turn generative and agentic AI from experiments into operating systems for their businesses," said Jeff Geheb, CEO of WPP Enterprise Solutions. "Enterprise leaders are past the pilot stage. They need AI that ships, scales, and delivers measurable ROI with the rigor that boards and C‑suites now demand. We already build and operate production AI on AWS for the world’s biggest brands. This SCA reinforces the shared commitment, engineering depth, and go‑to‑market alignment to deliver at even greater scale."
"AI is becoming the operating layer for commerce and customer experience," added Ruba Borno, Vice President of Global Specialists and Partners at AWS. "This collaboration proves what’s possible when you combine deep transformation expertise with a platform purpose‑built for AI at scale. WPP Enterprise Solutions engineers build and operate production AI directly on AWS for some of the world’s most recognizable brands, and together we’re scaling a proven model that’s already delivering measurable outcomes for customers."
A concrete example of the partnership’s impact is United Rentals (NYSE: URI), the world’s largest equipment‑rental company. Through the SCA, WPP Enterprise Solutions and United Rentals built Equipment Agent, an omni‑channel AI‑powered equipment‑identification solution that runs on unitedrentals.com and other AI platforms. The solution was first launched on Amazon Bedrock Agents and later moved to Bedrock AgentCore. It uses Bedrock Knowledge Bases vectorized in Amazon OpenSearch to ground recommendations.
Equipment Agent is one of the first AI‑powered recommendation solutions in the equipment‑rental industry and, according to internal testing, improves customers’ ability to find the right equipment for their projects by roughly 70 %. United Rentals plans to expand AI applications on AWS, including further use of Bedrock and OpenSearch.
"We built Equipment Agent to meet customers where they already plan their work — on unitedrentals.com and across the AI assistants, anywhere AI is becoming part of how the job gets done," said Tony Leopold, Chief Technology & Strategy Officer at United Rentals. "With WPP Enterprise Solutions engineering and Amazon Bedrock anchoring it, we have moved generative and agentic AI from ideas to production at the pace our business demands, and we believe this SCA supports continued development."
WPP Enterprise Solutions is an AWS Advanced Tier Services Partner with AWS‑certified consultants and a dedicated Amazon Marketing Cloud Center of Excellence. Its production deployments span commerce, customer experience, data and customer service, with Amazon Bedrock anchoring the generative and agentic AI layer.
The SCA establishes a framework for WPP to deliver production‑grade AI solutions to enterprise clients using AWS services. Upcoming product releases will include new accelerators and updates to the Composable Content Engine. The partnership underscores the growing demand for AI that can be deployed at enterprise scale and the role of cloud platforms in enabling that deployment.
