WPP announces expansion plans for Enterprise Solutions, its AI-driven transformation unit

WPP is putting serious muscle behind its enterprise ambitions, announcing an expansion of WPP Enterprise Solutions as it positions the business as a heavyweight growth partner for companies navigating an increasingly AI-driven economy.

Launched earlier this year as one of WPP’s four strategic operating units, Enterprise Solutions bundles together commerce, consulting, content transformation, CRM, loyalty and first-party data, customer and product experience, and engineering and platforms, all aimed at helping businesses design, build and run the growth systems they depend on. The unit already counts IKEA, Ford, L’Oréal and Nestlé among its clients, delivering marketing modernisation and business transformation at scale.

The expansion arrives with an initial portfolio of five proprietary service propositions built to help organisations move faster in an AI-powered world. AI transformation consulting offers strategic advisory, architecture and agentic systems support. Agentic commerce turns brand equity and product truth into machine-readable signals that shape how AI agents discover and recommend brands. Owned intelligence converts client data into AI-ready competitive assets tied to commercial results. Adaptive, real-time relationships pair first-party data with AI to personalise interactions and deepen loyalty. Intelligent content rounds things off with a closed-loop system that plans, produces and activates content through automation.

None of this runs in isolation. The propositions lean on partnerships with established technology players including Adobe, AWS, Braze, Google, Microsoft, Salesforce and Shopify, alongside a clutch of AI innovators.

Jeff Geheb, global chief executive of WPP Enterprise Solutions, framed the push as an exercise in removing friction rather than chasing growth for its own sake. He argued that most organisations do not suffer from a growth problem so much as a systemic constraint, with customer experience, content, commerce, data and technology too often evolving in separate silos. The goal, he said, is to stitch those elements into growth systems clients can continuously optimise, operate and scale.

The timing is no accident. Analysts at IDC and Forrester reckon customer experience services will blow past $500 billion by 2028, with transformation spending, ecommerce investment and AI software adoption all climbing as companies hunt for end-to-end solutions rather than piecemeal fixes.

With five propositions already live and more promised as the unit evolves, WPP is betting that bundling AI, data and commerce under one roof is exactly the growth system enterprises have been missing.