Omnicom announced two agreements at Cannes today—one with Amazon and the other with Adobe—that the ad-marketing holding company said would further boost its generative AI capabilities. 

The deals follow an announcement made earlier at the Ad Festival that the firm was using Microsoft to underpin new capabilities in its Omni operating system, including Omni Assist and Omni Commerce. 

The latest agreements are with Amazon and Adobe.  

With Adobe Omnicom will integrate Adobe Firefly models with Omni data and client "ecosystems” to improve automation of content creation in a brand’s “unique style and brand language.  

The new pact follows a licensing agreement that Omnicom made with Adobe in April for use of the latter's Content Supply Chain solution. With that agreement the holding company is placing a bet that the new Adobe suite of AI tools will transform its agencies’ content creation and delivery abilities.    

With Amazon, the company has a deal to use new Amazon Web Services tools including Amazon Bedrock among others that will help automate activities like developing creative briefs , media plans, performance measurement, ad creative and audience segmentation. 

The two companies have worked together for over a decade, noted Vasi Philomin, vice president, Generative AI at AWS. “Generative AI will soon change the advertising industry completely,” he said. And the latest collaboration will further enable the holding company to “help brands transform their customer experiences and marketing outcomes.”