IPG has unveiled a first-to-market partnership with Adobe through which the holding company is restructuring how all of its agencies and other units will create content for brands, with the hope of improving customer experiences and even targeting audiences more accurately. 

It is doing all this by integrating Adobe’s generative AI-driven platform GenStudio into its own martech platform. And its the first company to do so.  

The holding company has created a new operating system -- already in market but being formally announced today called IPG Engine -- that redefines how all IPG companies create content for brands.

IPG Engine is powered by Adobe’s GenStudio suite of AI tools as well as by IPG Acxiom’s identity resolution assets, other tools and data as well as client customer data.  

Per the companies Adobe GenStudio powers the content creation process within  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.  

Within the IPG engine, IPG is deploying proprietary Acxiom data and identity products to create a more accurate picture of consumers -- and as a result, more authentic connections with brands.

The IPG Engine also leverages investments that marketers are already making in marketing technology and media to integrate customer intelligence across the content engagement landscape. 

IPG Engine is already being deployed by agencies like IPG Health, MRM and Mediabrands, and the new partnership expands the platform across all IPG operating entities.  

The engine has been designed to create uniformity in the automated way content is created and scaled, which the firm says is particularly important for major clients using multiple IPG agencies. And it does so in a way that enables brands to accelerate the content creation process from ideation through production and activation.  

IPG’s new engine is designed to help brands find better ways to engage, convert and retain audiences through paid, owned and earned channels and on an individual level. 

Adobe in turn will leverage Acxiom data and identity products to enrich its customer profiles and audience creation capabilities. 

“This new partnership with Adobe takes our capabilities to a new level,” said IPG CEO Philippe Krakowsky. “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."  

“Our operating system transforms the way brands and marketers approach customer experiences, whether it’s for information, entertainment, or shopping,” added Janyna Kothary, chief solutions officer, IPG.