WPP Announces Expansion Plans for WPP Enterprise Solutions, Its Global Business Unit for AI-Driven Transformation

Key Terms

agentic systems technical

Agentic systems are software or machines designed to pursue goals and make decisions autonomously, adapting to new information and carrying out actions without continuous human direction. For investors they matter because such systems can increase efficiency and create new business opportunities but also bring operational risk, legal and regulatory exposure, and reputational stakes—like hiring an independent worker who can deliver value but needs clear oversight and controls.

agentic commerce technical

Agentic commerce is buying and selling driven by autonomous digital agents — such as smart apps, bots, or AI assistants — that act on a person’s or business’s behalf to find, compare, negotiate and execute transactions. Investors should care because these agents can change who controls customer relationships, cut costs and speed up sales like a personal shopper that never sleeps, but they also shift competitive dynamics, data value and regulatory risk for platforms and retailers.

first-party data technical

First-party data is information a company collects directly from its own customers and users through interactions like purchases, website visits, app usage, subscriptions, or surveys. For investors it matters because this data is exclusive, typically more accurate and cost-effective than third-party sources, and helps the company target customers, predict sales, improve products, and comply with privacy rules — like a store’s loyalty list versus a bought mailing list.

ai agents technical

AI agents are computer programs designed to perform tasks or make decisions automatically, often by learning from data and adapting to new information. They act like virtual assistants or robots that can handle complex activities without human intervention, which can help businesses and individuals save time and improve efficiency. For investors, AI agents matter because they can enhance decision-making and automate processes that influence markets and financial outcomes.

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WPP Enterprise Solutions established as a leading growth partner for organisations navigating AI-powered digital transformation.

NEW YORK--(BUSINESS WIRE)-- WPP today announced its expansion plans for WPP Enterprise Solutions. The move further establishes the business as a leading enterprise growth partner for organisations looking to transform how they connect with customers, scale operations and unlock growth in an evolving AI-powered economy.

Introduced earlier this year as one of WPP’s four strategic operating units, WPP Enterprise Solutions brings together capabilities in commerce, consulting, content transformation, CRM, loyalty & first-party data, customer & product experience, and engineering & platforms to help design, build and operate the growth systems that competitive businesses rely on. The business partners with global brands such as IKEA, Ford, L’Oréal and Nestlé to deliver marketing modernisation and business transformation.

WPP Enterprise Solutions will launch with an initial portfolio of proprietary solutions designed to help organisations accelerate growth in an AI-powered economy. These service propositions combine trusted data foundations, advanced intelligence and orchestrated customer experiences to deliver connected transformation. The launch propositions span AI, intelligence, loyalty, commerce and content, and will continue to expand as WPP Enterprise Solutions evolves its service offer to meet the needs of clients:

1. AI Transformation Consulting – Helping organisations realise AI value through strategic advisory, architecture and agentic systems.
2. Agentic Commerce – Converting brand equity and product truth into machine-readable signals that shape how AI agents discover, evaluate and recommend brands.
3. Owned Intelligence – Converting client-owned data into strategic, AI-ready competitive assets that fuel brand-specific and commercially-attributable results.
4. Adaptive, Real-time Relationships – Pairing first-party data with AI to anticipate and personalise every interaction, deepening loyalty and growing lifetime value.
5. Intelligent Content – A closed-loop operating system that plans, produces and activates content using intelligent automation.

The service propositions are activated through best-in-class partnerships with tenured technology partners including Adobe, AWS, Braze, Google, Microsoft, Salesforce and Shopify, as well as innovators in AI.

Jeff Geheb, Global CEO, WPP Enterprise Solutions, said: “WPP Enterprise Solutions exists to help organisations remove the friction that holds growth back. Most organisations don’t have a growth problem—they have a systematic constraint that limits their potential. Customer experience, content, commerce, data and technology too often evolve independently of one another. We help clients bring those elements together into growth systems they can continuously optimise, operate and scale.”

The offering expands at a time of accelerating enterprise demand. Industry analysts from IDC and Forrester project customer experience services will exceed $500 billion by 2028, alongside sustained increases in transformation spending, expanded ecommerce investment and rapid growth in AI software as companies seek end-to-end business solutions.

Learn more at enterprisesolutions.wpp.com and follow us on LinkedIn.

About WPP Enterprise Solutions  

WPP Enterprise Solutions designs, builds, and operates the growth systems that competitive businesses rely on. We work alongside best-in-class partners including Adobe, AWS, Braze, Google, Microsoft, Salesforce, and Shopify, as well as innovators in AI, to deliver growth solutions tailored to the needs of our clients’ businesses. WPP Enterprise Solutions is the business transformation operating unit of WPP uniting 12,000 people worldwide across 40+ markets. For more information, visit enterprisesolutions.wpp.com and follow on LinkedIn. 

View source version on businesswire.com: https://www.businesswire.com/news/home/20260701580306/en/

Further Information
WPP Communications
press@wpp.com

Source: WPP