Brands are under pressure to produce more relevant content, faster, across more platforms. To meet that demand, Dentsu and Adobe are rolling out Adobe GenStudio Dentsu+, an AI tool designed to help brands scale content production without ballooning costs.
Launched last year, GenStudio integrates applications from Adobe Experience Cloud, Adobe Creative Cloud, and Firefly’s AI models into a single platform. Dentsu is layering its proprietary tools—Merkury (identity and audience insights), and generative AI performance marketing tool GIA—onto Adobe’s content supply chain suite, GenStudio, to automate the process. It’s also layering sustainability tracking capabilities and more through its production arm Tag. So far, Adobe, which named Dentsu Creative its global scaled creative and content AOR in October, is the first client to use the studio.
Brands want to create highly relevant content with more variations, all tied to analytics to measure performance to understand how content is performing—all this while keeping AI brand safety concerns and content governance in mind, according to Abbey Klaassen, global brand president, Dentsu Creative & CEO, Dentsu Creative U.S.
“Doing all this in the old school way is a huge cost and slows the speed to market,” Klaassen told ADWEEK. For example, a global camping equipment brand with five products running 12 campaigns a year across 10 channels and 50 global markets needs 600,000 assets annually.
The collaboration is not based on revenue-sharing, but rather a strategic partnership, according to Klaassen.
The Dentsu-Adobe tie-up is the latest example of how holding companies are striking partnerships with companies providing AI solutions, highlighting the growing reliance on AI in advertising. However, as brands turn to gen AI for ad creation, they face the challenge of sameness—content spewed from AI tools tends to look alike—risking a lack of differentiation in a crowded space.
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. These insights inform the creative brief, ad, and content creation process, enhanced by Adobe’s tech stack.
As Klaassen puts it, “It unlocks the ability to produce content that has the right intent, at scale, efficiently, and effectively.”
