Dentsu Taps Adobe’s AI Power: A Smarter Content Supply Chain

Dentsu has announced the launch of Adobe GenStudio Dentsu+, a platform that integrates Adobe's GenStudio suite with Dentsu's services and Merkury data and identity platform. This AI-powered content supply chain aims to help Dentsu's clients reach and engage audiences in a personalized and scalable manner. Abbey Klaassen, Global Brand President of Dentsu Creative and CEO of Dentsu Creative US, stated that this initiative responds to CMOs' demands for holistic marketing platforms to drive new growth.

Dentsu joins other major holding companies, such as Accenture Song, Havas, IBM Consulting, Interpublic Group, Media.Monks, Omnicom, Publicis, Stagwell, and WPP, in collaborating with Adobe to develop tailored uses of Adobe GenStudio for their proprietary platforms. For instance, in March 2024, IPG announced the integration of GenStudio into its Interact operating system, focusing on applying AI innovations in content, commerce, and CRM.

The collaboration between Dentsu and Adobe reflects a broader industry trend of leveraging AI to enhance marketing capabilities. By combining advanced technology with comprehensive data insights, these partnerships aim to deliver more effective and efficient marketing solutions for clients.

Full story at MediaPost or AdWeek. MediaPost also has a nice follow up piece featuring comments from Denstu Creative CEO (and 4As Board Chair) Abbey Klaassen.