WPP, Adobe expand global partnership to scale AI-driven marketing, content creation

WPP and Adobe have expanded their long-standing global partnership, rolling out integrated solutions aimed at helping global brands optimise media, drive business growth and scale creativity through new agentic AI capabilities, while ensuring on-brand content creation using Adobe Firefly Foundry.

The collaboration brings together Adobe’s AI capabilities, content platforms and data orchestration tools with WPP’s strategic, creative and transformation expertise. It will leverage WPP’s agentic marketing platform, WPP Open, to offer what the companies describe as a connected and privacy-safe approach to marketing transformation.