WPP has announced its expansion plans for WPP Enterprise Solutions.
The move seeks to establish 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.
AI-driven transformation
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 and first-party data, customer and product experience, plus engineering and platforms.
It aims 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 data foundations, intelligence and orchestrated customer experiences to deliver connected transformation.
The launch propositions span AI, intelligence, loyalty, commerce and content, and aim to continue to expand as WPP Enterprise Solutions evolves its service offer to meet the needs of clients.
The moves aim to help organisations realise AI value through strategic advisory, architecture and agentic systems, converting brand equity and product truth into machine-readable signals that shape how AI agents discover, evaluate and recommend brands.
They also seek to convert client-owned data into strategic, AI-ready competitive assets that fuel brand-specific and commercially-attributable results, pairing first-party data with AI to anticipate and personalise every interaction, deepening loyalty and growing lifetime value.
The service propositions are activated through partnerships with 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.