• by Laurie Sullivan , Staff Writer, February 3, 2025

Dentsu has added its generative AI (GAI) tool Merkury -- which supports identity and audience insights -- onto Adobe’s content supply chain to automate the creative process.

Abbey Klaassen, global brand president, Dentsu Creative and CEO, Dentsu Creative U.S., told MediaPost via email that “AI will be a critical tool for content generation and proliferation.”

Klaassen said brands are looking to achieve more custom content geared toward numerous and niche audience segments across multiple channels in different regions and languages worldwide.

“AI will be the key to unlocking this customization at scale,” she explained.

Integrating Adobe’s Content Supply Chain product suite with Dentsu’s proprietary data, technology and GAI solutions will allow the agency to deliver innovative ways to reach new and existing audiences.

The focus is on developing what Klaassen calls “profound audience understanding” that enables better creative briefs to engage with consumers, even “delight” them, she wrote.

Within that word "delight," brands are under pressure to produce more relevant content more rapidly and across more platforms.

Audience insights through Dentsu’s Merkury data and identity platform tied into Adobe’s GenStudio will allow the agency to optimize and understand consumers in ways that were not done before, she said.

Adobe’s GenStudio ties together applications across Adobe Experience Cloud and Adobe Creative Cloud -- including Adobe Experience Manager, Adobe Express, Adobe GenStudio for Performance Marketing and Adobe Workfront, as well as on-brand generative AI capabilities with Firefly Services and Custom Models.

When combined, these help brands to plan, create, manage, activate and measure content and enable marketing teams to create the experience required to impact and personalize marketing campaigns.

Notably, Dentsu Creative was named lead global agency for Adobe Digital Media in October 2024. The partnership aimed to change advertising by using technology such as GAI. The technology has become the backbone of the collaboration.