Dentsu and Adobe have unveiled Adobe GenStudio dentsu+, a new generative AI-powered integrated marketing ecosystem designed to enhance brand engagement. This collaboration combines Adobe's Content Supply Chain solution suite, GenStudio, with Dentsu's proprietary integrated services, technology, and audience intelligence.

The new solution is supported by Dentsu's Merkury, a data and identity platform, which aims to enable marketers to reach and engage audiences in a personalised manner. Adobe GenStudio integrates applications across Adobe Experience Cloud and Adobe Creative Cloud, including Adobe Experience Manager, Adobe Express, Adobe GenStudio for Performance Marketing, and Adobe Workfront.

The ecosystem is equipped with generative AI capabilities, featuring Firefly Services and Custom Models. It is designed to assist brands in planning, creating, managing, activating, and measuring content at scale, thereby enhancing personalised marketing campaigns.

Dentsu's audience intelligence, creative insights, and translation capabilities are intended to augment Adobe's suite of services, delivering impactful experiences for clients. The solution leverages Dentsu's Merkury data sources to target customers and prospects individually, with the goal of reducing waste, increasing efficiency, and driving engagement.

Adobe GenStudio dentsu+ provides a single view across campaign management, content supply chain, and identity mapping, supported by Dentsu's AI solutions. This partnership is a continuation of a decade-long relationship between Dentsu and Adobe, marking a significant milestone in their collaboration.

Abbey Klaassen, Global Brand President, Dentsu Creative & CEO, Dentsu Creative US, said: "Adobe GenStudio dentsu+ is a direct response to CMOs demanding holistic marketing platforms to drive new growth and provides integrated marketing technology and services that can supercharge business transformation."

Brent Rudewick, Vice President, Adobe GenStudio and Workfront, Adobe, said: "Marketers are operating in an environment now where the need for personalised and performant content is outstripping available resources, a challenge that Adobe GenStudio addresses by optimizing a brand’s content supply chain."

Shirli Zelcer, Chief Data & Technology Officer, Dentsu, said: "Bringing together these innovative capabilities for the first time creates total business impact for our clients. What we have built alongside Adobe is an adaptive, end-to-end content supply chain solution, in which we can create always-on, always-ready experiences with the least amount of waste."