A partnership focused on areas like in-bar, retail and sponsorship activities will lean on the artificial intelligence-powered operating system WPP Open.

Heineken has selected WPP as its global marketing and commerce partner, as it looks to leverage AI to enhance its retail experiences.

WPP is expanding its partnership with Heineken and using an in-house artificial intelligence platform for shopper-marketing activities, underscoring the growing role AI plays in ad firms' pitches.

WPP (WPP) announced on Monday that it has been selected by Heineken (HEINY) as its global shopper marketing and commerce partner for the Heineken brand portfolio, including Heineken, Heineken 0.0 ...

WPP, which owns the likes of Ogilvy, Grey and GroupM, will also help develop shopper experiences around Heineken’s sponsorships such as Formula 1 and UEFA Champions League and experiences for ...