Publicis & Adobe expand partnership with AI integration

Publicis Groupe and Adobe have announced the expansion of their global strategic partnership, integrating Adobe Firefly generative AI across Publicis' capabilities via its CoreAI platform.

The collaboration aims to fuse Publicis Groupe's extensive delivery capabilities with Adobe Firefly Services, a suite of creative and generative APIs and services for enterprises, directly into the CoreAI platform.

This integration is expected to facilitate businesses in scaling the production of personalised content, enhancing audience engagement and fostering growth for clients.

By combining Publicis Sapient's expertise with Adobe's platforms, the partnership is anticipated to advance digital business transformation for mutual clients, leveraging creativity, marketing, and AI technology.

Moreover, Publicis Groupe's agencies and production studios will use commercially safe Firefly generative AI models for creating images, vectors, and videos. This approach is designed to enable speed and provide creative control to clients, aiding in personalisation at scale while improving workflows and reducing costs.

Arthur Sadoun, CEO of Publicis Groupe, stated, "With this latest step in our relationship with Adobe, we're able to push the boundaries of AI-driven creativity and deliver groundbreaking solutions for the marketing and advertising industry. The combination of CoreAI and Adobe Firefly takes us even further in our mission to shape the future of personalised, data-driven content at scale."

"Together, we are setting a new standard for how brands engage with their audiences, driving both creativity and measurable business outcomes."

Commenting on the partnership, Anil Chakravarthy, President of Digital Experience Business at Adobe, said: "Adobe and Publicis are building on a longstanding partnership focused on giving joint clients a competitive edge by delivering engaging and highly personalised customer experiences."

"Businesses are already unlocking incredible efficiency and productivity gains with Adobe Firefly, which will be extended further with Publicis' expertise and capabilities such as CoreAI."