Interpublic Group (IPG), a leader in marketing solutions globally, has announced a strategic partnership with Adobe to create and implement Adobe GenStudio, a potent generative AI tool, within the comprehensive marketing technology platform that IPG developed and oversaw. This integration underscores the market leader’s continued commitment to transforming capabilities within the marketing industry, creating a more seamless content creation and activation process for brands.
Personalized Content at Scale
IPG Engine is designed to automate and optimize the end-to-end customer experience, and is built using multiple tools, which, in addition to Adobe GenStudio, include Adobe Workfront, Adobe Experience Manager and Adobe Express. This constellation of tools is designed to significantly expand the content supply chain within the platform, enhancing the flow of content creation, curation, personalization and measurement for IPG’s diverse client portfolio, which includes leading marketers across all major verticals.
Driving Efficiency and Impact for Brands
“Marketers today are looking to accelerate personalized connections with consumers, with an audience and commerce-led approach to every engagement,“ said Philippe Krakowsky, CEO of IPG. This new partnership with Adobe takes our capabilities to a new level.” This partnership underscores IPG’s significant commitment to data, technology and the adoption of leading generative AI tools, to drive dynamic, data-driven marketing results for its customers.
Power of Generative AI and Adobe Experience
“Brands are struggling to meet the growing demand for digital content, particularly now that consumers rightly expect experiences to be personalized to their individual tastes and preferences and delivered in real-time,” said Anil Chakravarthy, President, Digital Experience Business at Adobe. “By leveraging Adobe GenStudio, IPG is bringing together comprehensive, best-in-class creative and digital marketing capabilities, fueled by generative AI, with IPG Engine to deliver its clients true content velocity at the speed of social.”
Focus on Identity, Insights, and Personalization
IPG Engine will continue to integrate with Adobe’s robust set of Experience products and services. The expansion of IPG’s proprietary Acxiom data and identity products into the Adobe Experience Platform and Adobe Real-Time CDP is all designed to enable the creation of more accurate consumer profiles, deeper data insights, and the ability to execute more personalized, impactful marketing strategies. “By harnessing Acxiom’s rich data resources, we’re able to amplify Adobe’s AI tools, enriching customer data profiles and delivering unparalleled insights for enhanced personalization, improved engagement, and superior outcomes,” said Jayna Kothary, Chief Solutions Officer, IPG. “Our operating system transforms the way brands and marketers approach customer experiences, whether it’s for information, entertainment, or shopping. We’re excited to bring this offering to our clients and drive actionable growth for their businesses,”
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Transforming the Customer Experience
The integrated platform from Adobe and IPG is expected to be transformative in the way brands approach the customer experience, one that is increasingly dominated by information, entertainment and e-commerce. IPG is confident that this technology-driven approach will deliver significant growth for the businesses of its clients.
