Global advertising agency Publicis Groupe and software company Adobe have announced an extension of their partnership at the Adobe Summit in Las Vegas, USA. Publicis Groupe will integrate Adobe’s AI software, Firefly AI, into its own CoreAI intelligence system.
The collaboration will allow businesses to further personalise their content while using the Publicis CoreAI tools.
With Adobe Firefly’s AI technology integrated into the Publicis platform, users are able to format content for specific audiences to promote growth.
Firefly AI produces generative AI models which aid in creative image and video creation.
Publicis’ technology sector, Publicis Sapient, additionally leverages Adobe services like Adobe Experience Cloud and Adobe Experience Platform. The marketing capabilities of these platforms help businesses improve the reach of content, while Firefly adds creative elements.
Publicis Groupe remains committed to AI integration, previously investing €300 million into its AI initiative.
Arthur Sadoun, CEO of Publicis Groupe, commented on how the expansion will encourage more creativity in advertising.
“With this latest step in our relationship with Adobe, we’re able to push the boundaries of AI-driven creativity and deliver groundbreaking solutions for the marketing and advertising industry.” he said. “The combination of CoreAI and Adobe Firefly takes us even further in our mission to shape the future of personalised, data-driven content at scale.”
The partnership expansion was announced yesterday (March 18) at Adobe’s Summit in Las Vegas – the software company’s annual digital conference. Speakers at the event include JPMorganChase CEO Jamie Dimon and Coca Cola’s CEO James Quincey.
