WPP has announced the expansion of WPP Enterprise Solutions, its business unit dedicated to AI-led business transformation.
Launched earlier this year as one of WPP’s four strategic operating units, the division brings together capabilities spanning commerce, consulting, content transformation, CRM, loyalty and first-party data, customer and product experience, and engineering and platforms.
As part of the expansion, WPP Enterprise Solutions has rolled out an initial portfolio of services covering AI transformation consulting, agentic commerce, owned intelligence, AI-driven customer relationship management and intelligent content. These services will be delivered in partnership with technology companies including Adobe, AWS, Braze, Google, Microsoft, Salesforce and Shopify.
Jeff Geheb, Global CEO of WPP Enterprise Solutions, said the unit exists to help organisations remove the friction that holds growth back, noting that most businesses don’t face a growth problem but rather a systemic constraint – with customer experience, content, commerce, data and technology often evolving in silos. He added that the unit’s role is to help clients unify these elements into growth systems that can be continuously optimised, operated and scaled.
WPP Enterprise Solutions already works with major brands including IKEA, Ford, L’Oréal and Nestlé on marketing modernisation and broader business transformation initiatives.
The expansion arrives as organisations across sectors ramp up investment in AI, customer experience, e-commerce and digital transformation, positioning WPP to compete more directly with consulting-led players entering the marketing and enterprise technology space.
