Dentsu and Adobe accelerate content production with customers with adobe peopletudio tootile +

Brands are under pressure to produce more relevant content, more quickly, on more platforms. To meet this demand, Dentsu and Adobe deploy Adobe Genstudio Dentu +, a IA Tool designed to help brands evolve content production without ball costs.

Launched last year, Genstudio incorporates Adobe Experience Cloud applications, Adobe Creative Cloud and Firefly AI models in a single platform. Denta The superposition of its owner tools – Merkury (identity and audience ideas), TAG (monitoring of sustainability) and AI generative performance marketing tool GIA – Adobe of Adobe Content Suite, Genstudio, to automate the process. So far, brands have not yet tested the tool.

Brands want to create Very relevant contents With more variations, all linked to analyzes to measure performance to understand how the content takes place, while keeping the security problems of the brand of AI and content governance In the mind, according to Abbey Klaassen, president of the global brand, creative of Dentsu and CEO of Dentsu Creative Us

“Doing all of this in the old school is a huge cost and slows down market speed,” Klaassen told Adweek. For example, a global brand of camping equipment with five products leading 12 campaigns per year on 10 channels and 50 world markets needs 600,000 active ingredients per year.

Collaboration is not based on income sharing, but rather a strategic partnership, according to Klaassen.

Dent-Adobe’s attachment is the latest example of how portfolio companies Are partnerships with AI companies, emphasizing increasing dependence on AI in advertising. However, while brands turn to AI generation for the creation of ads, they are faced with the challenge of similarity – raw content by AI tools tends to be alike – make a lack of differentiation in a crowded space.

The new solution uses Merkury to obtain information on customers and audience behavior according to brand KPI – understanding of what resonates with target groups and what stimulates their attention. These ideas inform the creative process of creation, advertising and content creation, improved by Adobe’s technological battery.

As Klaassen says, “it unlocks the ability to produce content that has the right intention, on a large scale, effectively and effectively.”

Dentsu, citing growing concerns of customers who seek to modernize their content supply chain, have presented the idea to Adobe and the two have been working on this solution since December. According to Klaassen, 80% of Dentsu customer conversations revolve around how to integrate data and information processing process for faster and smarter activations.

“By combining people with the intelligence and audience council of Dentsu, we have the possibility of activating generator for different teams, remodeling long -standing work flows around content production and delivering Scale performance, ”said Brent Rudewick, Vice-President, Adobe Genstudio and Workfron, Adobe.

Dentsu invoices customers dynamic fees for people uptime Dentsu +, based on Adobe technological investments, consultation with Dentsu, implementation and agency services.

“Customers have almost no choice – they must modernize their content supply chain, or they will be left behind,” said Klaassen.