IPG Unveils "Engine," an AI-powered platform created in partnership with Adobe

Advertising holding companies are investing heavily in AI-enhanced solutions for automation and to improve the effectiveness of their work for clients. IPG is the latest to weigh in with their “Engine” announcement.

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.

Full story at MediaPost.