WPP and Adobe are deepening their AI collaboration to unify strategy, content, and media into a single intelligent workflow aiming to accelerate personalisation and operational efficiency for global brands.
The enhanced partnership integrates agentic AI with brand-safe generative models, enabling marketing teams to streamline ideation, production, approvals, and activation within one connected ecosystem. By embedding AI agents into creative and media processes, brands can reduce complexity while maintaining consistency across channels.
As Stephan Pretorius noted, the goal is to remove production bottlenecks and free human creativity from operational friction. Meanwhile, Anil Chakravarthy emphasised orchestrating personalised experiences at scale through AI-driven customer journey management.
Strategically, this signals a shift from tool-based marketing to workflow-based intelligence where AI doesn’t just generate content, but manages the system that delivers it.
Overall, this is a marketing operating system play: combine creativity, automation, and orchestration to unlock scalable, AI-powered growth.
