Many of the world’s top brands, including General Motors, Johnson & Johnson, LOréal, Microsoft and Unilever, will be able to tap into a new IPG integrated AI and data-driven marketing platform, which is powered by Adobe and Acxiom to automate and scale creative content.
IPG claims to be the first company to integrate Adobe GenStudio – which enables brands to speed up content ideation, creation, production and activation through generative AI – into its own marketing technology platform, dubbed IPG Engine.
The system is designed to streamline and automate customer experience, helping brands find better ways to engage, convert and retain audiences through paid, owned and earned channels and on an individual level.
Adobe GenStudio powers the content supply chain within the IPG Engine, harnessing the combined capabilities of Adobe Workfront, Adobe Experience Manager, Adobe Express, Adobe Firefly, Adobe’s family of creative generative AI models, and Frame.io.
Meanwhile, IPG is deploying proprietary Acxiom data and identity products in a move which it claims will create a more accurate picture of consumers and more authentic connections with brands.
The IPG Engine also taps into investments that marketers are already making in marketing technology and media to integrate customer intelligence across the content engagement landscape.
By uniting top-tier partner technology with proprietary data, IPG maintains the platform supercharges content, experiences, and commerce, at scale.
The IPG Engine is being deployed across the group’s entire portfolio of agencies and clients, which also include Coca-Cola, Sony, BMW, Amazon, Carlsberg, American Express and Mattel.
It offers combinations of content lifecycle support with creation, curation, assembly, personalisation, and measurement, empowering every marketing discipline and client team to deliver results for brands.
IPG chief executive Philippe Krakowsky said: “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. We’re deploying a unified operating system across our entire portfolio, fuelled by data and audience insights, to craft content strategies that enhance human creativity with ethically sourced GenAI.”
Adobe president of the digital experience business Anil Chakravarthy added: “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.
“By leveraging Adobe GenStudio, IPG is bringing together comprehensive, best-in-class creative and digital marketing capabilities, fuelled by generative AI, with IPG Engine to deliver its clients true content velocity at the speed of social.”
Related stories
That was then, this is now… the world according to AI
What’s in store for 2024…for AI-driven marketing?
Marketers baulk at breakneck speed of AI deployment
AI will give us more time to think creatively, say CMOs
Industry launches Taskforce to tackle AI ethics concerns
Row over AI ‘light touch’ turns into chorus of disapproval
Generative AI threatened by unresolved martech issues
AI to turbocharge economy but staffing threat looms