IPG partners with Adobe to bring AI-powered content for clients

Interpublic Group, in a recent blog post, unveiled a global collaboration with Adobe aimed at enhancing content creation and activation throughout the company's operations.

According to the brand, it’s the inaugural organisation to integrate Adobe GenStudio into its marketing technology platform.

At the heart of IPG's initiative lies an engine designed to streamline and automate the end-to-end customer experience.

Central to this engine is Adobe GenStudio, which drives the content supply chain by leveraging the collective capabilities of Adobe Workfront, Adobe Experience Manager, Adobe Express, Adobe Firefly, Adobe’s suite of creative generative AI models, and Frame.io.

Moreover, within the IPG engine, proprietary Acxiom data and identity products play a pivotal role in painting a more precise picture of consumers, fostering genuine connections with brands. Leveraging existing investments in marketing technology and media, the IPG engine integrates customer intelligence across the content engagement landscape.

The deployment of the IPG engine spans across the entire IPG portfolio, underlining its comprehensive integration and impact.

Philippe Krakowsky, CEO of IPG, said, " 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.”

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