WPP’s VML and IBM spin-off Kyndryl have entered a global partnership designed to boost the customer experience capabilities of both firms. 

Kyndryl is a digital transformation specialist that was spun off from IBM in 2021. It provides IT infrastructure management, cloud services and data modernization and other services.  

The firms said their partnership would “reimagine how customers engage with brands” utilizing AI, new data applications and emerging technology. The offering will be pitched to the existing clients of both firms, shared clients and new prospects, a spokesperson confirmed. 

“Customer expectations are evolving faster than ever, and to stay competitive, brands must continuously deliver meaningful, personalized experiences while navigating complex technology ecosystems,” said Ismail Amla, senior vice president, Kyndryl Consult. “Our partnership with VML is about removing the friction that often slows down experience transformation engagement.” 

Specific divisions driving the partnership include VML Enterprises Solutions, Kyndryl Consult and Kyndryl Vital.  

The firms didn’t identify specific client work but noted that financial services is a category the partnership will propose, utilizing AI agents across Kyndryl’s agentic AI framework and WPP Open to manage data to create customer intelligence for personalized banking. 

The firms are also approaching retailers about their commerce operations, with ideas about unifying their technology foundations across order management, customer relationship management and more.