WPP, the global advertising and communications leader, has deepened its collaboration with Vercel, a front-end cloud platform provider for web applications. The expanded partnership now incorporates Vercel’s AI technologies—v0, an AI-powered frontend code generator, and AI SDK, an open-source toolkit for AI integration—into WPP’s global operations and client projects.

The companies anticipate a 25% increase in development efficiency, based on internal pilot tests and a company-wide hackathon conducted earlier this year.

AI-Powered “Vibe Coding” Accelerates Creativity

With Vercel’s tools, WPP teams can generate code from natural language prompts—a process dubbed “vibe coding.” This allows non-technical teams to quickly create digital components, apps, and websites using simple text instructions. The AI-generated code can then be refined and deployed, significantly speeding up design, prototyping, and marketing asset production.

By reducing coding time and complexity, WPP aims to deliver digital experiences faster for its clients.

Enhancing AI-Driven Development

Vercel’s AI SDK will empower WPP engineers to build advanced AI agents, while v0 enables designers to bring ideas to life in minutes rather than months.

“AI SDK helps WPP engineers quickly build the next generation of agentic AI, and v0 empowers designers to create UIs at unprecedented speed. This transformation will redefine how WPP clients engage with consumers,” said Malte Ubl, CTO of Vercel.

Strategic Benefits for WPP

• AI-powered development: WPP teams can shift focus from manual coding to storytelling, user experience, and visual design.
• Priority access: WPP will receive early updates and collaborate on product development with Vercel.
• Investment in WPP Open: The partnership will drive new AI features for WPP’s marketing platform.

This initiative follows WPP’s £300 million annual investment in AI, data, and technology, including its AI-driven brand campaign, ‘Transforming How We Create.’

“Vercel’s AI tools break down traditional barriers, allowing our teams to move from concept to prototype at lightning speed,” said Stephan Pretorius, CTO of WPP.

The enhanced collaboration underscores WPP’s commitment to AI-driven innovation, positioning it at the forefront of digital marketing transformation.