Agency holding company IPG has chosen to work with Adobe to focus its efforts on the next generation of generative AI tools and products, according to announcements made by the companies yesterday.
IPG plans to use client tools as well as other generative AI tools from other companies, but there is an element of the partnership that will allow the holding company to get up to speed on new Adobe tools first, IPG executives said. I have used what I call “pioneer tools'' – market trading'' over and over again.
This is part of more than $100 million, and IPG says it is committed to building AI across its holding company. And it builds on the relationships that both companies already have. Adobe is already a major software supplier to IPG.
Jayna Kothary, IPG's chief solutions officer, and Jason Brown, general manager of cloud and platform services for IPG's data division, Acxiom, explained that there are three main aspects to the deal.
IPG engine: This is a platform that leverages numerous Adobe products under Adobe GenStudio, which IPG has built over many years. Kothari said it is designed to integrate data, content and commerce, unify customer experience and work at the intersection of media, CRM and creativity. In other words, it spans all of IPG's sales departments.
“We fundamentally believe in creating value for our clients at these intersections.Now more than ever, our clients are looking to us to create value across the intersection of media, creative, and CRM. ” she said.
Extensive partnership with Adobe: Adobe software through GenStudio will enhance content creation across IPG, which Kothary said is already an Adobe Platinum Implementation Partner. And he IPG will have exclusive, first access to some of the software giant's latest generative AI tools, before other customers sign up.
“To best serve our clients, we need to connect through IPG across all our agencies serving them in a truly consistent way,” Kothari said.
Axiom and Adobe: From its rich data knowledge of consumers (for example, Acxiom has an average of 8,000 data attributes per U.S. consumer, Brown said) to Real ID and other data matching technologies, Brown said Until now, some of Acxiom's data tools will be integrated into Adobe products.
“The next step is to collect all the rich data that shows how you selected your individual audience and what offers you were going to offer them. Now you can take that same data and , will be able to inform the content and creative they provide to their viewers.'That offer has been delivered,'' Brown said.
Kothari added that IPG and Adobe have an agreement to endorse each other's products as they jointly bring them to market. “They are [Adobe] They stand by the way they provide implementation services for their products to their clients,” she added.
The news was viewed as interesting by analysts, but not necessarily a shock as it is not exclusive, and other holding companies have already announced partnerships.
Independent media analyst Brian Wieser said the partnership is not unlike last year's partnership between WPP and NVIDIA, in that it sounds lofty but isn't as substantive. Rather, it's a virtue that lets clients know that IPG takes next-generation AI seriously.
Similarly, Jay Pattisall, principal agency analyst at Forrester, noted that IPG joins WPP, Publicis Groupe, and Omnicom in announcing AI investments. “Marketing operating systems are about to take off, both within agencies and with brands willing to invest money in building their own,” he said.
“Within six months, branded AI models, bespoke marketing machines and algorithms will emerge as standard products in agency pitches,” added Patisal. “Brand AI models accelerate the speed and scale of content, increase cost efficiency, improve productivity, and build competitive advantage for the brands and agencies that use them.”
When it comes to pitching, given the ability of generative AI to increase speed and creative constraints for creative agencies, IPG's informed observer declined to discuss attribution, but if IPG had adopted the platform, He pointed out that he could have kept the BMW business. .
