New Delhi: WPP Media has entered into a technology partnership with agentic artificial intelligence start-up Kily to develop AI-led ecommerce capabilities for brands and sellers in India.
Under the partnership, Kily’s technology will be integrated with WPP Media’s commerce operations and WPP Open, the company’s agentic marketing platform.
Kily develops AI agents that manage ecommerce functions such as product listings, pricing and advertising across online marketplaces and quick-commerce platforms. The system uses data from platforms, product categories and consumer touchpoints to support commerce planning and execution.
WPP Media said the partnership would help its clients coordinate commerce planning, campaign activation and measurement across multiple platforms. The companies will also work on aligning demand, inventory and media investments.
Kily was founded by former Flipkart and Affle executives Sankalp Mehrotra and Anurag Singh. The start-up focuses on managing commerce operations across marketplaces and quick-commerce services.
Sankalp Mehrotra, Co-founder and CEO, Kily, said, “Kily is deeply focussed on bringing autonomy to commerce management. India’s fragmented multi-marketplace landscape makes a solution like ours critical for judgment, decision making and outcomes at scale. Working with WPP Media, we are enabling brands to respond faster, operate more efficiently and unlock stronger performance across quick commerce and marketplaces.”
WPP Media’s Integrated Commerce Planner, developed in partnership with Kily, will use AI-led data analysis to support planning, optimisation and decision-making across ecommerce channels.
Ashwin Padmanabhan, COO WPP Media, South Asia said, “Ecommerce today is no longer linear, it is shaped by multiple signals, fragmented platforms and constant shifts in demand. Our Integrated Commerce Planner developed in partnership with Kily, brings these moving parts into a more connected system where planning, activation, and measurement are continuously aligned. By embedding AI-led intelligence into everyday decision-making, it enables brands to move from reactive execution to a more predictive, outcome-driven approach to growth.”
The companies said the integration would provide brands with greater visibility across marketplace activity, inventory levels, consumer demand and media performance.