WPP & Vercel extend partnership to support AI integration in marketing workflows

Marketing giant WPP has announced an expansion of its global strategic partnership with Vercel, a leading web platform provider, to integrate advanced artificial intelligence tools into its digital experience design operations.

The collaboration will introduce Vercel’s AI technologies, including the v0 platform and AI SDK,  across WPP’s global network, enabling teams to streamline the development of digital assets through natural language programming, also known as 'vibe coding'.

According to both companies, the partnership is expected to improve development efficiency by up to 25%, based on early-stage adoption data from internal pilots and a hackathon held across VML teams earlier this year. The AI tools aim to simplify and accelerate the creation of web components, applications, and user interfaces through text-based prompts.

“This autonomy empowers our people to ideate, build, test and deploy groundbreaking digital experiences that champion creative craft and connect with consumers online, ultimately delivering superior results for our clients,” said Stephan Pretorius, Chief Technology Officer of WPP.

Vercel’s v0 allows users to generate production-grade code from simple descriptions, enabling creative teams, including those without coding backgrounds, to design and deploy functional websites and campaigns. The AI SDK, an open-source library, will also be available to developers for building AI-powered tools and agents.

“Iteration velocity is essential to shipping the best digital experiences,” said Malte Ubl, Chief Technology Officer of Vercel. “AI SDK helps WPP engineers quickly build the next generation of agentic AI, and v0 is empowering WPP designers to bring their ideas to life in minutes instead of months.”

As part of the extended partnership, WPP will receive priority access to upcoming Vercel product releases and play an advisory role in shaping Vercel’s technology roadmap. The agreement will also include joint investment in future product development and AI integration within WPP Open, the company’s proprietary AI-enabled marketing services platform.

This development follows WPP’s pledge to invest £300 million annually in AI, data, and technology, along with the recent launch of its global B2B brand campaign, Transforming How We Create.