Omnicom Group has announced a partnership with design software giant Adobe to develop an AI marketing solution. The announcement was made at Adobe Summit.
The platform will integrate Omnicom’s AI operating system Omni with Adobe’s own products, and will integrate Acxiom Real ID’s identity database. This data will reportedly connect with Adobe’s own Real-Time CDP for audience targeting and segmentation.
Acxiom Real ID draws on a privacy-first identity foundation of 2.6 billion verified global IDs. Acxiom was previously an IPG company – Omnicom only gained access to the business following its $13.5 billion acquisition of its longtime rival in November last year.
The solution will have an emphasis over five key areas including customer experience, omnichannel planning, creative workflow, website ops, and emails, and will be sold to enterprises as a managed service.
The integration will be led by Omnicom’s Precision Marketing team, however the marketing holding company said it will establish a Center of Excellence to manage the solution’s deployment.
Acxiom is a data company that has spent decades building one of the largest consumer databases in the world, collecting and linking information about individuals across offline and online sources.
Adobe recently announced a partnership with UK retailer Tesco to build AI-powered marketing tools for the groceries giant.
Adobe also announced Adobe CX Enterprise Coworker at the Adobe Summit, which would enable agentic AI customer experience tools for its clients.
The AI Race Among Holding Companies
The Omnicom-Adobe partnership is the latest move in an intensifying battle among the world’s biggest advertising groups to build credible AI infrastructure. Rivals are not standing still — Publicis has invested heavily in its Marcel AI platform and data arm Epsilon, while WPP has struck its own deals with Google and Nvidia.
The pressure to consolidate data, technology and creative capabilities under one roof has accelerated sharply as clients demand more automation and measurable returns from their marketing spend. For Omnicom, fresh from absorbing IPG, the Adobe deal signals that its integration ambitions extend well beyond cost-cutting.
