IPG integrates Adobe’s AI-driven GenStudio content creation platform

Dive Brief:

Interpublic Group is the first company to integrate Adobe’s GenStudio into its own marketing technology platform, according to a press release.
Adobe GenStudio leverages artificial intelligence (AI) and data to automate and scale creative content. IPG will combine Adobe’s tools with its own proprietary Acxiom data to create more accurate consumer profiles and brand connections.
The combined tool will be deployed across the IPG portfolio, offering content creation, curation, assembly, personalization and measurement to all of the holding company’s marketing disciplines and client teams.

Dive Insight:

The race for AI integration continues within the marketing and advertising industry. On the heels of announcements by WPP and Publicis Groupe that both would 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 creative generative AI models, will power the content supply portion for what the holding company is calling 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 part of a $100 million investment the holding company is reportedly making to expand AI throughout its global network. In the announcement, executives at both IPG and Adobe stressed the importance of using generative AI to keep up with consumers’ expectations for personalized content at scale.

“Brands are struggling to meet the growing demand for digital content, particularly now that consumers 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 new year by selling creative agencies Hill Holliday and Deutsch New York to Attivo Group, a New Zealand-based marketing services network.