WPP has expanded its partnership with Vercel, bringing the platform’s AI technologies to the media group’s teams and clients.
As part of the partnership, WPP will be able to use vibe coding, a type of programming that “uses natural language prompts” to aid with the coding process.
WPP will also be able to design, test and deploy digital experiences quickly. It can use v0, an AI-powered tool used to help create digital elements, and AI SDK, an open-source library.
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.”
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“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.”
According to internal pilots and a Vercel v0 hackathon, the use of the online platform’s tools can increase the efficiency of the production of apps and websites by up to 25%.
WPP will also be given priority access to new product releases and an advisory role in shaping Vercel’s future.
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.
“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.”
