Dentsu brings Adobe’s generative AI acumen to data, identity offering

• Dentsu is integrating Adobe’s generative artificial intelligence (AI) offerings into the agency network as a brand new offering, Adobe GenStudio dentsu+, according to an agency announcement. 
• The recent offering combines Adobe’s GenStudio content supply chain solutions, which include Adobe Experience Cloud and Adobe Creative Cloud, with Dentsu’s data and identity platform, Merkury.
• The move is in step with marketers’ general expectations about how generative AI usage will develop throughout 2025 as agencies apply its capabilities to back-office functions and efficiencies, as opposed to generating creative promoting executions.

As marketers proceed to adjust to their “era of less” and remain as productive as they’ve been prior to now, they’re on the lookout for anywhere they will find efficiencies and benefits. Recent efforts have shown generative AI just isn’t yet up-to-snuff as a creative content generator, but it could help with most of the other functions — audience segmenting, targeting, data mining — that could make campaigns simpler. 

According to Dentsu, Adobe GenStudio dentsu+ does exactly that, setting “a brand new benchmark” for marketers who want to use Adobe’s tools to goal hundreds of thousands of individuals on an individualized basis while also gaining a single view across campaign management, content supply chain and identity mapping. The combination could increase efficiency as marketers reach and interact audiences with personalization at scale.

“What now we have built alongside Adobe is an adaptive, end-to-end content supply chain solution, through which we are able to create always-on, always-ready experiences with the smallest amount of waste,” said Shirli Zelcer, chief data and technology officer at Dentsu, in the discharge. “Brands now not have to attempt to piece together disparate systems and data—they will do it multi functional place.”

Dentsu guarantees Adobe GenStudio dentsu+ will leverage all the network’s breadth of capabilities, including creative capabilities from Dentsu Creative, experience enablement and optimization from Merkle, media effectiveness evaluation from Carat, iProspect and dentsu X, and production capabilities from Tag.