Global marketing and communications company WPP has announced the expansion of its WPP Enterprise Solutions business, reinforcing its position as a provider of enterprise transformation services focused on enhancing customer experience, operational efficiency and business growth.
The company said the expansion is aimed at helping organisations accelerate artificial intelligence (AI) adoption and digital transformation through a suite of integrated technology and consulting services.
Launched earlier this year as one of WPP’s four strategic operating units, WPP Enterprise Solutions brings together expertise in commerce, consulting, content transformation, customer relationship management (CRM), loyalty programmes, first-party data, customer and product experience, and engineering and platform services.
The business currently serves leading global brands including IKEA, Ford Motor Company, L’Oréal and Nestlé.
As part of the expansion, WPP Enterprise Solutions has introduced an initial portfolio of proprietary services designed to help organisations integrate AI into their operations and customer engagement strategies.
The new offerings include AI transformation consulting, agentic commerce, owned intelligence, AI-powered customer relationship management and intelligent content production. According to the company, the services are designed to enable businesses to better connect data, customer experience and technology to drive sustainable growth.
The solutions will be delivered through strategic technology partnerships with companies including Adobe, Amazon Web Services, Braze, Google, Microsoft, Salesforce and Shopify, alongside specialist AI providers.
Commenting on the expansion, Global Chief Executive Officer of WPP Enterprise Solutions, Jeff Geheb, said the business was created to help organisations eliminate barriers that hinder growth.
According to him, many organisations are constrained not by a lack of growth opportunities but by disconnected customer experience, content, commerce, data and technology systems.
“WPP Enterprise Solutions exists to help organisations remove the friction that holds growth back. Most organisations don’t have a growth problem – they have a systematic constraint that limits their potential. Customer experience, content, commerce, data and technology too often evolve independently of one another. We help clients bring those elements together into growth systems they can continuously optimise, operate and scale,” Geheb said.
WPP noted that the expansion comes at a time when businesses across industries are increasing investments in customer experience, e-commerce and artificial intelligence. The company also cited industry forecasts from IDC and Forrester, which project sustained growth in spending on customer experience services, digital transformation and AI software through 2028.