The collaboration between Dentsu and Adobe has produced Adobe GenStudio Dentsu+, a platform that integrates various Adobe applications and Dentsu’s tools to enhance content production efficiency. Amid increasing demand for relevant and diverse content, brands seek to overcome old production costs and speed up market responses. Abbey Klaassen, President of Dentsu Creative, emphasizes the necessity of automation in content governance and AI brand safety, especially as brands face the threat of homogenized content across varied channels. The partnership reflects the advertising industry's growing reliance on AI.
"Doing all this in the old school way is a huge cost and slows the speed to market," Klaassen told ADWEEK.
The Dentsu-Adobe tie-up is the latest example of how holding companies are striking partnerships with AI companies, highlighting the growing reliance on AI in advertising.
The new solution uses Merkury to gain customer insights and audience behavior based on brand KPIs—understanding what resonates with target groups and what drives their attention.
Brands want to create highly relevant content with more variations, all tied to analytics to measure performance to understand how content is performing.
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