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

Interpublic Group (IPG) has become the first company to globally partner with Adobe on a generative AI content creation engine to produce AI campaigns for its clients.  

Titled IPG Engine, the partnership will see Adobe's GenStudio integrated into IPG's marketing platform to help the Group deliver personalised marketing solutions across its global operations.

IPG's new engine aims to automate and scale creative content by leveraging Adobe's tools like Workfront, Experience Manager, Express, Firefly, and its family of creative generative AI models, alongside Frame.io, to power the content supply chain within the IPG engine.  

In addition, IPG will incorporate Acxiom's data and identity products to forge more authentic brand-consumer connections and enrich customer profiles for more targeted audience creation. 

"Marketers today are looking to accelerate personalised connections with consumers, with an audience and commerce-led approach to every engagement. This new partnership with Adobe takes our capabilities to a new level,” said Philippe Krakowsky, chief executive of IPG. 

“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.”  

“Brands are struggling to meet the growing demand for digital content, particularly now that consumers rightly expect experiences to be personalised to their individual tastes and preferences and delivered in real-time,” said Anil Chakravarthy, president of 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.”