WPP is expanding its AI-led transformation unit, WPP Enterprise Solutions, to bolster enterprise services across customer experience, commerce, content, data and technology.

The unit collaborates with major brands such as IKEA, Ford, L’Oréal, and Nestlé to modernize marketing and transform businesses.

AI Transformation Consulting focuses on technology architecture and deploying agentic AI systems, while Agentic Commerce converts brand and product data into machine-readable signals for autonomous AI agents.

The new AI applications are designed to integrate with leading global tech ecosystems to ensure enterprise-scale security and interoperability.

The move reflects rising demand for enterprise transformation as consumer behavior shifts and AI gains influence across industries.

Intelligent Content serves as a closed-loop content engine that plans, generates, and activates marketing creative at scale globally.

Intelligent Content operates as a closed-loop system that plans, creates, and activates content at scale through automation.

Industry analysts from IDC and Forrester project the customer experience services market to surpass $500 billion by 2028, with ongoing growth in enterprise transformation and AI software investment.

WPP cites these projections to align with rising market spend in customer experience, digital transformation, ecommerce and AI, reinforcing the expansion.

The expansion mirrors broader industry trends of increasing AI and digital transformation investments, supported by outlooks that emphasize growth in customer experience services, transformation, ecommerce, and AI software adoption.

Owned Intelligence helps brands convert first-party data into secure, AI-ready assets, while Adaptive Real-Time Relationships enables dynamic personalization using real-time data and machine learning to boost loyalty.

Owned Intelligence aims to turn first-party data into AI-ready assets to drive measurable outcomes, with Adaptive Real-Time Relationships delivering real-time personalization to strengthen loyalty.