Adobe and global advertising agency Dentsu have launched Adobe GenStudio Dentsu+, an AI marketing tool using audience data to create more personalised content.
The platform combines Adobe GenStudio – a generative AI tool for content creation, audience targeting, and engagement tracking – with Dentsu’s data platform Merkury.
The new tool uses customer data and audience behaviour from Merkury, which informs the creation of personalised content in Adobe’s GenStudio.
Released last year, Adobe’s GenStudio combines Adobe’s content management system Experience Manager, its generative AI platform Firefly AI, and its workflow management tool Workfront.
Adobe named Dentsu Creative its global content partner in October 2024, with an aim to drive content personalisation with generative AI. Reportedly, Dentsu pitched the idea to the design software company in December 2024 and the pair have been working on the platform since.
Currently, Dentsu is the only brand using the solution and is charging a dynamic fee based on consultation and implementation.
The brands said the tool’s advent will also ensure global data privacy adherence, a growing concern for many businesses in the adoption of AI tools.
“Marketers are operating in an environment now where the need for personalised and performant content is outstripping available resources,” said Brent Rudewick, Vice President of Adobe GenStudio. “A challenge that Adobe GenStudio addresses by optimising a brand’s content supply chain”.