Publicis eyes content boom with AI-driven PX platform

mobile 2Publicis Groupe is launching a new data-driven content platform, which it insists is a next-generation tool dedicated to accelerating omnichannel content production, performance and personalisation at scale – all backed by a large dose of generative artificial intelligence.

Dubbed PX, the platform is built to service “engaging personalisation” and has been launched in response to marketers’ burgeoning desire to get their hands on more content.

With one recent study claiming marketers’ content needs have doubled in the past two years, with predictions that demand will grow up to 20-fold over the next two years, PX is designed to bring together the latest tech with creative, production and media platforms.

It will be powered by Adobe’s Content Supply Chain solution – Adobe Experience Cloud and Creative Cloud including Adobe Workfront and Adobe Experience Manager – and include Publicis Groupe’s global audience data, studio capabilities and media expertise.

The group claims the new offering allows marketers to create, orchestrate, personalise and optimise the content design, delivery and performance across the entire supply chain.

PX also provides a personalised dashboard and direct access to briefing, review and approval and modular asset management systems and is directly connected to Publicis Groupe’s network of 50 content studios.

New generative AI capabilities include translation, generative voice-over origination as well as Adobe Sensei GenAi generative AI services, and Adobe Firefly, Adobe’s family of creative generative AI models, which it is claimed produce commercially viable, professional-quality content.

Publicis Groupe chief executive Arthur Sadoun said: “With data-driven personalisation at scale being critical to all future-facing marketing operations, PX is providing a true end-to-end optimal solution, connecting the dots between creative, production, media planning and activation ecosystems.

“Building on our ongoing partnership with Adobe, PX will further bring simplicity and efficiency to clients looking to streamline and accelerate how they are engaging with consumers.”

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