Interpublic Group (IPG) has become the first company to form a global partnership with Adobe to power content creation and activation across its operations. IPG is the first to incorporate Adobe GenStudio into its marketing technology platform throughout all of its global operations. Generative AI allows brands to expedite the ideation, creation, production, and activation of content.
IPG’s engine, which automates and streamlines the entire customer experience. With this, brands can better engage, convert, and hold onto their audiences. This can be through earned, owned, and paid channels as well as individually. Using the combined power of Adobe Workfront, Adobe Experience Manager, Adobe Express, Adobe Firefly, Adobe’s family of creative generative AI models, and Frame.io, Adobe GenStudio powers the content supply chain within the IPG engine. IPG uses identity products and proprietary Acxiom data within the IPG engine. It helps to build more genuine connections with brands and a more accurate picture of the consumer. The IPG engine also makes use of the investments that marketers are already making in media and marketing technology. This will assist in integrating customer intelligence throughout the content engagement landscape,
IPG’s dedication to innovation is demonstrated by this collaboration with Adobe, which shows large investments in data, technology, and artificial intelligence. Adobe and Acxiom share a common goal of providing enhanced customer value via their identity and data products, which liberate value for customers by securing personalization in all-encompassing customer insights. The underlying capabilities of Adobe Experience Platform and Adobe Real-Time Customer Data Platform will be enhanced by Acxiom’s data and identity products, speeding up this endeavor and improving everything from AI-driven audience creation to identity resolution.
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Philippe Krakowsky, CEO of IPG said,
“Marketers today are looking to accelerate personalized connections with consumers, with an audience and commerce-led approach to every engagement. This new partnership with Adobe takes our capabilities to a new level. We’re deploying a unified operating system across our entire portfolio, fueled by data and audience insights, to craft content strategies that enhance human creativity with ethically sourced gen AI.”
Anil Chakravarthy, President, Digital Experience Business at Adobe added,
“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. By leveraging Adobe GenStudio, IPG is bringing together comprehensive, best-in-class creative and digital marketing capabilities, fueled by generative AI, with IPG Engine to deliver its clients true content velocity at the speed of social.”
Jayna Kothary, Chief Solutions Officer, IPG stated,
“By harnessing Acxiom’s rich data resources, we’re able to amplify Adobe’s AI tools, enriching customer data profiles and delivering unparalleled insights for enhanced personalization, improved engagement, and superior outcomes. Our operating system transforms the way brands and marketers approach customer experiences, whether it’s for information, entertainment, or shopping. We’re excited to bring this offering to our clients and drive actionable growth for their businesses.”
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