NEW YORK - Interpublic Group (NYSE:IPG) has entered into a global partnership with Adobe (NASDAQ:ADBE), integrating Adobe GenStudio into its marketing technology platform, marking IPG as the first to utilize this generative AI tool for content creation and activation.
This collaboration aims to streamline the customer experience and improve audience engagement through personalized content delivered across various channels.
Adobe GenStudio, part of Adobe's suite of creative AI models, will power the content supply chain within the IPG engine. The integration includes Adobe Workfront, Adobe Experience Manager, Adobe Express, Adobe Firefly, and Frame.io, enhancing the content creation process from ideation to activation.
IPG's engine will also leverage Acxiom data and identity products to create more accurate consumer profiles, fostering authentic brand connections.
The partnership is set to supercharge content, experiences, and commerce at scale by combining top-tier technology with proprietary data. IPG's unified operating system is designed to support the entire content lifecycle, including creation, curation, assembly, personalization, and measurement, and is being deployed across IPG's entire portfolio.
Philippe Krakowsky, CEO of IPG, emphasized the importance of accelerating personalized connections with consumers, stating that the partnership with Adobe elevates their capabilities to craft content strategies that enhance human creativity with ethically sourced generative AI.
Anil Chakravarthy, President of Digital Experience Business at Adobe, highlighted the challenges brands face in meeting the demand for digital content personalized to individual preferences. He noted that leveraging Adobe GenStudio through the IPG Engine enables true content velocity to match the pace of social media.
In addition, Acxiom's data and identity products will enrich Adobe Experience Platform and Adobe Real-Time Customer Data Platform, enhancing AI-driven audience creation and identity resolution.
Jayna Kothary, Chief Solutions Officer at IPG, expressed excitement about the offering, which aims to transform customer experiences and drive actionable growth for clients.
Interpublic Group is a provider of marketing solutions with a portfolio that includes numerous global brands and reported total revenue of $10.89 billion in 2023. The information for this article is based on a press release statement.
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