WPP expands partnership with Vercel

WPP has announced an expansion of its global strategic partnership with Vercel, integrating Vercel's AI technologies, v0 and AI SDK, for use by WPP teams and their clients.

This collaboration aims to introduce "vibe coding" – a programming approach using natural language prompts – to WPP teams worldwide. The stated goal is to accelerate digital experience design and enable more individuals to create at the point of inspiration through text prompts and AI applications.

The initiative addresses the ongoing demand for engaging, personalized apps and websites that meet consumer expectations and drive rapid results, acknowledging that traditional digital development can be a time-consuming process.

With Vercel's AI tools, WPP creatives can now design, prototype, test, and deploy digital experiences more quickly. Users can provide v0, an AI-powered tool for developers, with a text-based description of a desired digital component, website, or application. Vercel's AI models then generate corresponding code that can be refined and integrated into existing projects. This is intended to enable teams without extensive coding expertise to create online experiences and digital marketing campaigns. Teams will also have access to AI SDK, an open-source library for building AI-powered products and agents.

According to WPP's internal pilots and a network-wide Vercel v0 hackathon held earlier this year, the use of Vercel technologies in experience design processes has the potential to increase the development efficiency of apps and websites by up to 25%. This efficiency is expected to allow teams to focus more on the creative aspects of digital experience, such as crafting narratives, user flows, and visual designs.

The expanded partnership also grants WPP priority access to new Vercel product releases, an advisory role in Vercel’s future roadmap, and targeted joint investment into new product development and integrations within WPP Open, WPP’s AI-enabled marketing services platform.

Stephan Pretorius, chief technology officer of WPP, said: “At WPP, we're committed to providing our talent with the best tools and technologies available to unleash their creativity. The adoption of Vercel's AI-powered tools will dissolve the traditional boundaries between functions, enabling our teams to move from prompt to prototype at speed. 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.”

Malte Ubl, chief technology officer of Vercel, said: “Iteration velocity is essential to shipping the best digital experiences. 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. Build the feature, not just the spec. Create the UI, not just a concept. Develop an agent, make customers more efficient. This newfound speed will be transformational to how WPP clients engage with their consumers. We look forward to partnering with WPP to unlock new levels of agility for one of the most powerful creative engines on the planet: agencies.”