WPP Enterprise Solutions Signs a Multi-Year AWS Deal

WPP Enterprise Solutions announced a multi-year Strategic Collaboration Agreement with AWS on June 18, 2026, formalizing what the company describes as a production partner relationship for enterprise brands trying to move agentic AI from experimentation into operating systems for their businesses.

The announcement was timed for Cannes Lions, where the gap between AI pilots and AI in production has been a recurring theme across agency and brand conversations.

WPP Enterprise Solutions is positioning the AWS collaboration as the infrastructure answer to that gap, not strategic advice on where to deploy AI, but engineering capability to build it, deploy it, and operate it at scale, according to the press release.

"Enterprise leaders are past the pilot stage," said Jeff Geheb, CEO of WPP Enterprise Solutions. "They need AI that ships, scales and delivers measurable ROI with the rigour that boards and C-suites now demand. We already build and operate production AI on AWS for the world's biggest brands."

What the Collaboration Delivers

Three production-ready offerings are at the center of the agreement. The Amazon Marketing Cloud Center of Excellence extends content and data foundations into audience intelligence, connecting creative production directly to commerce outcomes on AWS.

The Composable Content Engine, built on Amazon Bedrock and available in AWS Marketplace, enables franchisees, dealers, and local markets to create brand-compliant creative assets at scale.

Enterprise clients using the platform have achieved up to a 90% reduction in production time and a 40% reduction in content costs, according to the press release.

The Agentic CX and Commerce Accelerators give enterprises a governed path from pilot to full-scale deployment of autonomous marketing, personalization, and commerce workflows.

"AI is becoming the operating layer for commerce and customer experience," said Ruba Borno, Vice President of Global Specialists and Partners at AWS. "WPP Enterprise Solutions engineers build and operate production AI directly on AWS for some of the world's most recognisable brands."

The United Rentals Case

The most concrete evidence of what the collaboration produces in practice is United Rentals, the world's largest equipment rental company.

WPP Enterprise Solutions built Equipment Agent, an AI-powered equipment identification solution live across unitedrentals.com and AI platforms, first on Amazon Bedrock Agents, then evolved onto Amazon Bedrock AgentCore.

The system grounds its recommendations in Amazon Bedrock Knowledge Bases vectorized in Amazon OpenSearch and achieved approximately a 70% improvement in helping customers find the right equipment for their projects based on internal testing, according to the press release.

"We built Equipment Agent to meet customers where they already plan their work, on unitedrentals.com and across the AI assistants, anywhere AI is becoming part of how the job gets done," said Tony Leopold, Chief Technology and Strategy Officer at United Rentals.