WPP has announced expansion plans for its AI-driven transformation unit, WPP Enterprise Solutions.
WPP said the unit will launch with an initial portfolio of proprietary solutions spanning AI, intelligence, loyalty, commerce and content.
These services, WPP said, combine trusted data foundations, advanced intelligence and orchestrated customer experiences to deliver connected transformation.
It will offer AI transformation consulting to help organisations realise AI value through strategic advisory, architecture and agentic systems; help businesses convert “brand equity and product truth” into “machine-readable signals” that shape how AI agents discover, evaluate and recommend brands.
It will also help convert client-owned data into strategic, AI-ready competitive assets that fuel brand-specific and commercially-attributable results, pair first-party data with AI to personalise interactions, improve customer loyalty and grow lifetime value.
It will also help businesses with “intelligent content” with a “closed-loop operating system” that plans, produces and activates content using intelligent automation.
WPP Enterprise Solutions currently lists IKEA, Ford, L’Oréal, and Nestlé among its clients.
These service propositions will be enabled 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, the global CEO of 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.”
WPP announced earlier this year that it planned to restructure and streamline its business along four operating pillars: WPP Content, Production, Media and Enterprise Solutions, as part of its two-year strategic plan, ‘Elevate 28’.
It also unified its P&L across all the pillars.
It launched amid a 2025 revenue decline of 8.1 per cent to £13.5 billion and profit slump of 71.2 per cent from £1,325 million to £382 million.
“Today we are unveiling a bold plan for a simpler, more integrated WPP. Our intention is to stabilise the business, return to organic growth, create capacity to invest in the future and deliver attractive returns for our shareholders. WPP will become a single company, streamlined into four operating units across four regions, all unified by our pioneering agentic marketing platform, WPP Open,” WPP global CEO Cindy Rose said at the time.
