- Interpublic Group is the primary company to integrate Adobe’s GenStudio into its own marketing technology platform, based on a press release.
- Adobe GenStudio leverages artificial intelligence (AI) and data to automate and scale creative content. IPG will mix Adobe’s tools with its own proprietary Acxiom data to create more accurate consumer profiles and brand connections.
- The combined tool can be deployed across the IPG portfolio, offering content creation, curation, assembly, personalization and measurement to all the holding company’s marketing disciplines and client teams.
The race for AI integration continues throughout the marketing and promoting industry. On the heels of announcements by WPP and Publicis Groupe that each could be investing heavily in AI transformation, IPG is tying itself closely to Adobe’s suite of products to feed the content supply chain of its own marketing platform.
Adobe’s tools, including Workfront, Experience Manager, Express, Firefly and artistic generative AI models, will power the content supply portion for what the holding company is asking its “IPG engine,” which supports content, experiences and commerce for brands and marketers. The IPG engine platform is designed to support authentic connections with brands across paid, owned and earned channels by integrating customer intelligence across the content landscape.
The partnership is a component of a $100 million investment the holding company is reportedly making to expand AI throughout its global network. In the announcement, executives at each IPG and Adobe stressed the importance of using generative AI to maintain up with consumers’ expectations for personalized content at scale.
“Brands are struggling to fulfill the growing demand for digital content, particularly now that buyers rightly expect experiences to be personalized to their individual tastes and preferences and delivered in real-time,” said Anil Chakravarthy, president, digital experience business at Adobe.
The partnership with Adobe sees IPG betting on a buzzy technology to position itself for future growth following a difficult 2023 when revenue remained flat. IPG kicked off the brand new yr by selling creative agencies Hill Holliday and Deutsch New York to Attivo Group, a New Zealand-based marketing services network.
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