- Publicis Groupe and Adobe today (March 18) expanded their global strategic partnership and can directly integrate Adobe’s generative artificial intelligence (AI) into the holding company’s CoreAI platform, Marketing Dive can exclusively share.
- The firms will construct services that mix Adobe Firefly Services, a group of creative and generative APIs and services for enterprises, with Publicis’ AI-powered intelligent system that unifies its propriety data.
- The deal will allow Publicis clients to create personalized content at scale using its identity solutions and appears to improve workflows, boost efficiency and drive creativity. The announcement was timed to the Adobe Summit conference in Las Vegas.
Publicis Groupe continues its streak of doubtless transformative news, expanding a decade-plus relationship with Adobe to further advance its generative AI ambitions. The agency holding company last yr announced plans to invest 300 million euros (about $325 million) over three years into the technology, which underpins its in-house CoreAI platform.
“The combination of CoreAI and Adobe Firefly takes us even further in our mission to shape the long run of personalized, data- driven content at scale. Together, we’re setting a brand new standard for the way brands engage with their audiences, driving each creativity and measurable business outcomes,” Publicis CEO Arthur Sadoun said in an announcement.
Publicis’ agencies and production studios will use commercially secure models for image, vector and video creation, boosting speed and giving clients more creative control over the method. Beyond the mixing of CoreAI and Adobe Firefly Services, the deal allows the generative AI tools to be leveraged alongside Adobe Experience Cloud and Adobe Experience Platform for joint clients of each firms.
Publicis has made several moves as a part of its pledge around generative AI. Most notably, the corporate earlier this month acquired identity solutions firm Lotame to boost its data-driven marketing offering Epsilon — giving the corporate’s generative AI much more data on which to train. Previously, its digital consulting agency Publicis Sapient expanded its partnership with Google Cloud and created a dedicated business unit to help clients plan, deploy and manage the technology.
Adobe continues to partner with agencies and types to deploy its generative AI technology. The Estée Lauder Companies last week announced plans to integrate Adobe Firefly Services into its existing Adobe Creative Cloud workflows to increase efficiency and speed up campaign execution. Previous deals have seen Adobe tie-up with WPP, IPG, Dentsu and Accenture around generative AI.
Publicis’ streak of wins includes recently winning the North American media and data business of The Coca-Cola Company — an early mover within the generative AI space – from competitor WPP. The group saw 6.3% organic growth in Q4 2024 and 5.8% organic growth in the total yr.
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