Dive Brief:
- Dentsu is integrating Adobe’s generative artificial intelligence (AI) offerings into the agency network as a new offering, Adobe GenStudio dentsu+, according to an agency announcement.
- The new 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 keeping 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 advertising executions.
Dive Insight:
As marketers continue to adjust to their “era of less” and remain as productive as they have been in the past, they are looking for any place they can find efficiencies and advantages. Recent efforts have shown generative AI is not yet up-to-snuff as a creative content generator, but it can help with many of the other functions — audience segmenting, targeting, data mining — that can make campaigns more effective.
According to Dentsu, Adobe GenStudio dentsu+ does exactly that, setting “a new benchmark” for marketers who want to use Adobe’s tools to target millions of people 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 engage audiences with personalization at scale.
“What we have built alongside Adobe is an adaptive, end-to-end content supply chain solution, in which we can create always-on, always-ready experiences with the least amount of waste,” said Shirli Zelcer, chief data and technology officer at Dentsu, in the release. “Brands no longer have to try and piece together disparate systems and data—they can do it all in one place.”
Dentsu promises Adobe GenStudio dentsu+ will leverage the entire 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.
