Dentsu has announced a partnership with Adobe to launch Adobe GenStudio dentsu+, a generative AI-powered marketing ecosystem. This collaboration combines Adobe's Content Supply Chain solution suite, GenStudio, with Dentsu's integrated services and audience intelligence. Supported by Dentsu’s Merkury data platform, the offering aims to help marketers reach audiences in a personalized manner.
Adobe GenStudio integrates applications from Adobe Experience Cloud and Creative Cloud, including Adobe Experience Manager and Adobe Express. It is designed to assist brands in planning, creating, managing, activating, and measuring content at scale. The integration with Dentsu’s audience intelligence enhances the delivery of impactful experiences for clients.
Abbey Klaassen, Global Brand President of Dentsu Creative & CEO of Dentsu Creative US, said that "Adobe GenStudio dentsu+ is a direct response to CMOs demanding holistic marketing platforms to drive new growth." She emphasized the solution's ability to enable brands to stand out and build competitive advantages.
Brent Rudewick, Vice President of Adobe GenStudio and Workfront at Adobe, noted that "marketers are operating in an environment now where the need for personalized and performant content is outstripping available resources." He highlighted the longstanding partnership between Adobe and Dentsu in delivering tailored solutions for brands.
Shirli Zelcer, Chief Data & Technology Officer at Dentsu, commented on the collaboration: "Bringing together these innovative capabilities for the first time creates total business impact for our clients." She mentioned that the solution offers an end-to-end content supply chain solution that saves time and adds scale to marketing teams.
The initiative aims to optimize martech investments through experience enablement from Merkle and enhance media effectiveness through Carat, iProspect, and Dentsu X. Additionally, Tag will support adaptive content production at scale.
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