In a move to support enterprise businesses as they implement AI at scale, WPP has partnered with the MACH Alliance, a not-for-profit industry body advancing composable enterprise architecture to help organisations adopt technologies and future-proof their businesses.
The partnership unites WPP’s specialist and established MACH-certified agencies AKQA, Ogilvy One, and VML under a unified global membership and capability for clients worldwide.
WPP will partner with the MACH Alliance members and communities in shaping future best practices and defining new industry standards for AI adoption and integration, ensuring that clients receive technology solutions that are fit for future purposes.
Many organisations are seeking greater agility and flexibility to innovate rapidly and respond to an evolving digital shopper journey. MACH technology and composable approaches allow companies to build their enterprise software from a collection of independent services, allowing them to rapidly adopt new technologies like AI without needing to overhaul their entire technology stack. This enables companies to keep pace with innovation and reach consumers quickly in new ways.
“In today’s market, technological agility is the core driver of competitive advantage, particularly to keep up with the demands of consumers in the age of AI. The expansion of our partnership with the MACH Alliance is a direct investment in our clients’ and teams’ success, giving them the modern foundation they need to unlock the full potential of AI and the power to not just adapt to the future, but to build it,” Stephan Pretorius, chief technology officer at WPP said.
“WPP’s global reach and deep industry expertise in helping brands navigate technological transformation align perfectly with our mission. Through this partnership, we can accelerate the adoption of MACH principles and enable more organisations to build composable, AI-ready architectures that deliver measurable business outcomes. Together, we’re expanding the community of brands equipped to thrive in an AI-driven commerce landscape,” Holly Hall, managing director of the MACH Alliance added.
The partnership is another step forward in WPP’s focus on AI and the company’s ongoing annual £300m investment into data and technology. This includes the company’s AI platform for marketing, WPP Open, used by more than 69,000 people across the business, and follows announcements with WPP’s strategic technology partners and fellow MACH Alliance members, including AWS, Braze, Contentful, Google Cloud, Stripe and Vercel.
The MACH Alliance is guided by an elected executive board, and members are industry leaders who provide direction and advice to navigate the market.
