Marketing campaigns are getting an AI brain transplant as WPP and Adobe expand their global partnership to create fully automated agentic workflows. The collaboration announced on February 24, 2026 integrates Adobe's generative AI with WPP's marketing platform to orchestrate planning, creation, production, and activation through autonomous AI agents.
For the first time under the partnership, brands gain access to coordinated agentic systems from both companies. Adobe's AI agents will create and adapt content while WPP's agents optimize media spend and activate campaigns across channels.
This division of labor creates an end-to-end automated marketing pipeline that handles everything from initial concept to final deployment. The integration centers on Adobe Firefly Foundry embedded within WPP Open, WPP's agentic marketing platform. Firefly Foundry allows brands to train generative AI models on their own intellectual property, ensuring brand-safe content from campaign inception.
This addresses what both companies identify as a critical industry challenge: producing personalized content across increasing channels while managing fragmented tools.
WPP chief technology officer Stephan Pretorius described the shift as ending an era where "brilliant creative ideas get stuck in production queues." He stated the partnership builds "agentic content systems that handle the complexity so human creativity can soar."
The approach aims to automate multistep tasks into single AI-enabled flows, freeing human teams for strategic decision-making.
Anil Chakravarthy, President of Adobe's Customer Experience Orchestration Business, emphasized personalization demands driving the collaboration. "Marketing and creative teams today understand the high bar consumers have set for personalisation," he said, noting that fresh content must be tailored for every interaction across channels. The integrated system activates AI agents to "drive customer experience orchestration and unlock personalisation at scale."
Beyond technology integration, both companies committed to training and deploying creative AI forward-deployed engineers over coming years. They plan to deploy these specialists to help clients increase AI-driven workflows while preparing marketers to collaborate with agentic systems.
A joint go-to-market team and Transformation Practice will support client adoption by redesigning marketing operations around these new capabilities.
The partnership responds directly to mounting pressure on brands to generate higher volumes of targeted content without compromising consistency. By connecting Adobe's generative models with WPP's strategic expertise, the alliance promises to turn fragmented chaos into coordinated execution through autonomous AI coordination.
