WPP and Adobe have strengthened their global partnership to roll out integrated, AI-powered marketing solutions designed to help brands enhance media performance, scale creative output and streamline content operations.

The expanded collaboration responds to mounting demands on marketers to deliver high volumes of personalised content across platforms while safeguarding brand consistency. By combining their respective capabilities, the two companies aim to simplify how creative and media assets are planned, produced and activated through AI-enabled workflows.

A key element of the integration is the connection between WPP Open and Adobe Firefly Foundry. While Adobe’s technology will power content generation and adaptation, WPP’s platform will drive media optimisation and deployment across channels. The integration is intended to ensure that AI-generated assets remain commercially safe and aligned with brand guidelines, while also improving efficiency in campaign execution.

Both companies will also invest in building specialist talent, including creative AI engineers, to support clients transitioning to AI-led marketing models. The goal is to help organisations embed artificial intelligence into daily operations without diminishing the role of human creativity.

Stephan Pretorius, CTO at WPP, said the partnership removes traditional bottlenecks between creative development and campaign delivery. Anil Chakravarthy, president of Adobe’s Customer Experience Orchestration business, noted that the combined capabilities will enable brands to orchestrate personalised experiences at scale.

Additionally, WPP and Adobe plan to establish a joint go-to-market team and launch a Transformation Practice to guide clients through operational and technological change.