IPG becomes first company to integrate Adobe GenStudio for accelerated content creation | News

Interpublic Group (IPG) has partnered globally with Adobe to utilize a generative AI content creation engine for AI campaigns on behalf of its clients.

Known as IPG Engine, this collaboration will integrate Adobe’s GenStudio into IPG’s marketing platform to provide personalized marketing solutions worldwide.

The goal of IPG’s new engine is to automate and expand creative content using Adobe’s tools such as Workfront, Experience Manager, Express, Firefly, and creative generative AI models, along with Frame.io, to streamline the content supply chain within the IPG engine.

Additionally, IPG will incorporate Acxiom’s data and identity products to establish more genuine brand-consumer connections and enhance customer profiles for targeted audience creation.

“Marketers today are seeking to enhance personalized connections with consumers through an audience and commerce-driven approach in every interaction. This partnership with Adobe elevates our capabilities to a new level,” said Philippe Krakowsky, CEO of IPG.

“We are implementing a unified operating system throughout our entire portfolio, powered by data and audience insights, to develop content strategies that amplify human creativity with ethically sourced gen AI.”