In February, Interpublic unveiled a new production engine born from what it called a first-to-market partnership with Adobe through which the holding company unified its content creation efforts.

The engine was created by integrating Adobe’s generative AI-driven platform GenStudio into its own martech platform. 

IPG dubbed the effort “IPG Engine.”  

Today, the firm announced an enhanced version of the platform that it is now calling an operating system, which has been branded Interact.

It was developed by IPG’s Kinesso division. 

Following a series of enhancements, this end-to-end framework integrates data flow across the campaign lifecycle -- from brand research and audience insights to creative ideation, production, commerce and CRM programs and earned media, as well as powering media activation and optimization. 

Philippe Krakowsky, CEO of Interpublic, commented: “Interact links the powerful expertise resident within our agencies with our technology capabilities to orchestrate the full range of marketing and sales activity in one place. In media and CRM, we’ve been delivering true personalization at scale with our marketing engine, and these enhancements allow us to do so consistently across all forms of marketing activity. Interact enables end-to-end solutions that help our clients better engage, convert and retain customers through the entire funnel, assessing and understanding the value of their investments across media, marketing and sales channels, in real-time.”