IPG, Adobe team up to offer improved content creation for companies and marketers

March 1, 2024 | Share this article

 Interpublic Group (IPG) has announced a global partnership with Adobe to accelerate content creation and activation throughout the corporation’s activities.

As the pioneer in this effort, IPG has incorporated Adobe GenStudio, a tool that enables rapid content ideation, creation, production, and activation through generative AI, into its marketing technology platform.

The engine created by IPG automates the entire customer experience, assisting marketers in discovering better ways to engage, convert, and retain audiences across paid, owned, and earned channels, as well as on an individual basis.

Within the IPG engine, Adobe GenStudio manages the content supply chain by combining Adobe Workfront, Adobe Experience Manager, Adobe Express, Adobe Firefly, Adobe’s creative generative AI models, and Frame.io.

Through the IPG engine, the company employs its proprietary Acxiom data and identification products to gain a thorough understanding of consumers and generate authentic connections with brands. Furthermore, the IPG engine optimises marketers’ investments in marketing technology and media by seamlessly integrating customer knowledge throughout the content interaction landscape.

Read more on Marketech APAC.