In order to keep up with competitors, IPG has incorporated Adobe’s GenStudio, an AI-powered platform for content creation. This investment in artificial intelligence will allow the agency holding company to streamline and expand their services for brands and marketers.
The race for AI integration continues in the marketing and advertising industry. Following recent announcements by WPP and Publicis Groupe regarding their substantial investments in AI transformation, IPG has aligned itself closely with Adobe’s suite of products. This move will supply content to IPG’s marketing platform, known as the “IPG engine,” which aims to support brands and marketers through authentic connections across paid, owned, and earned channels. Powered by Adobe’s tools such as Workfront, Experience Manager, Express, Firefly, and creative generative AI models, the content supply chain will be integrated with customer intelligence for a seamless approach to content creation.
According to reports, the partnership between IPG and Adobe is a component of the holding company’s $100 million investment towards enhancing AI capabilities across its worldwide network. Emphasizing the significance of leveraging generative AI, executives from both companies highlighted the need to meet consumer demands for personalized content on a large scale.
According to Adobe’s president of digital experience business, Anil Chakravarthy, brands are facing difficulty in fulfilling the increased need for digital content. This is especially challenging as consumers have come to expect personalized and instantaneous experiences tailored to their unique preferences.
IPG is teaming up with Adobe in a strategic move to drive future growth, after a challenging 2023 where revenue stayed stagnant. The start of the new year saw IPG divesting Hill Holliday and Deutsch New York to Attivo Group, a marketing services network headquartered in New Zealand.
