WPP and Vercel: Bringing AI to the creative process
By Steven Van ·
WPP's internal pilots found v0 and AI SDK cut digital production times by up to 25% across its agency network.
WPP's agency network, including VML, AKQA and Ogilvy, now gets direct access to Vercel's v0 and AI SDK, under an expansion of the two companies' partnership. WPP says internal pilots using the tools cut digital production times by up to 25%, and that designers without coding experience can now build working prototypes before bringing in a developer.
- VML North America client Hydrow moved to a headless architecture on Next.js and Vercel, achieving 3,000% faster site updates, a Core Web Vitals improvement from the bottom 25% to the top 25% of ecommerce sites, and authoring time cut from weeks to minutes.
- AKQA led a global retail client through an incremental move to Next.js and Vercel, using feature flags in Next.js Middleware so new features can be enabled independently of deployments.
- Ogilvy clients saw up to a 30% cost reduction, with availability in the high 90s, by using Next.js and Vercel to serve content closer to customers.
The expanded partnership, which began in early 2024, gives WPP priority access to new Vercel product releases and includes joint investment in product development for WPP Open, WPP's AI-enabled marketing platform. The companies also point to a joint hackathon in March 2025, where 18 teams from nine agencies across four continents built prototypes with v0 and AI SDK; AKQA London won Most Creative Hack for AiCandy, a concept combining generative AI with 3D ecommerce to personalize luxury chocolates.
