Interpublic Group announced a global partnership with Adobe to power content creation and activation across the company's businesses. IPG is the first company to integrate Adobe GenStudio into its proprietary marketing technology platform, which enables brands to ideate, create, create, and activate content faster through generative AI.
IPG's engine streamlines and automates the end-to-end customer experience, helping brands find better ways to engage, convert, and retain audiences at a personal level across paid, owned, and earned channels. Helpful. Adobe GenStudio leverages the combined power of Adobe Workfront, Adobe Experience Manager, Adobe Express, Adobe Firefly, Adobe's family of creative generation AI models, and Frame.io to power the content supply chain within the IPG engine. Within IPG Engine, IPG will deploy its proprietary Acxiom data and identity products to create more accurate images of consumers and more authentic connections with brands. IPG Engine also leverages the investments marketers already make in marketing technology and media to integrate customer intelligence across their content and engagement environments.
By integrating leading partner technologies and proprietary data, IPG's engine powers content, experiences, and commerce at scale. The IPG Engine is deployed across his IPG portfolio, providing content lifecycle support and a combination of creation, curation, assembly, personalization, and measurement, enabling all marketing disciplines and client teams to efficiently deliver superior results to their brands. Allow us to deliver results.
“Today's marketers aim to accelerate personalized connections with consumers with an audience- and commerce-driven approach to every engagement. With this new partnership with Adobe, our capabilities Take it to a new level. We have an integrated operating system across our portfolio, powered by data and audience insights to generate content that powers human creativity with ethically sourced AI. Develop a strategy,” said Philip Krakowski, CEO of IPG.
“Brands are struggling to keep up with the growing demand for digital content, especially as consumers personalize their experiences to their personal tastes and preferences,” said Anil Chakravarthy, president of Adobe's Digital Experiences business. “This is because they naturally expect it to be provided in real time.” “By leveraging Adobe GenStudio, IPG will integrate comprehensive, best-in-class creative and digital marketing capabilities powered by generative AI with IPG Engine, delivering true content velocity to our clients at the speed of social.”
Adobe and Acxiom are mutually focused on delivering increased customer value through data and identity products, unlocking customer value by anchoring personalization in comprehensive customer insights. To accelerate this effort, we leverage Acxiom's data and identity products to power the underlying capabilities of Adobe Experience Platform and Adobe Real-Time Customer Data Platform, from AI-driven audience creation to Strengthen everything until resolution.
“By leveraging Acxiom's rich data resources, we will extend Adobe's AI tools, enrich customer data profiles, and provide unparalleled insights for enhanced personalization, increased engagement, and superior outcomes. Our operating system transforms the way brands and marketers approach customer experiences, including information, entertainment, and shopping. We provide this service to our clients and help them improve their business. We are excited to help drive practical growth,” said Jayna Kothary, IPG Chief Solutions Officer.
