WPP expands partnership with Vercel to integrate AI-powered coding tools across global teams – MediaBrief
This first-of-its-kind partnership will bring the creativity and agility of vibe coding – a style of programming that uses natural language prompts to assist with the coding process – to WPP teams worldwide, accelerating digital experience design and enabling more people to create at the moment of inspiration through simple text prompts and AI applications.
Today’s brands face the constant pressure of creating engaging, personalised apps and websites that meet ever-increasing consumer expectations and drive results quickly. Traditional web and digital development can be a complex and time-consuming process, often hindering time to market.
With Vercel’s AI tools, creatives at WPP can now design, prototype, test and deploy digital experiences at speed. Users provide v0 – an AI-powered tool to help developers create digital elements – with a text-based description of a desired production-grade component, website or complete application. Vercel’s AI models then analyse the description and generate the corresponding code, which can be refined, customised and seamlessly integrated into existing digital experience projects.
This means that even teams without coding expertise can create online experiences and craft digital marketing campaigns with greater precision. Teams will also have access to AI SDK, an open-source library that provides developers with the tools they need to build 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 could increase the development efficiency of the production of apps and websites by up to 25%, liberating teams to focus on the creative aspects of the digital experience, including crafting narratives, mapping user flows and creating visual designs.
The expanded partnership will also give WPP priority access to new Vercel product releases, an advisory role in Vercel’s future roadmap and provide targeted joint investment into new product development, integrations and innovation within WPP Open, WPP’s AI-enabled marketing services platform.
Stephan Pretorius, Chief Technology Officer, 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, 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.”
This announcement follows WPP’s increased £300m annual investment in AI, data, and technology and launch of the company’s global B2B AI-powered brand campaign, Transforming How They Create.
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