Unleashing Creativity: How Dentsu and Adobe are Revolutionizing AI Content Production

The New Era of Content Production

Brands are feeling the pressure to produce relevant content faster and across multiple platforms. To tackle this challenge, Dentsu and Adobe have launched Adobe GenStudio Dentsu+, an AI tool aimed at helping brands scale content production while keeping costs in check.

What is Adobe GenStudio Dentsu+?

Launched last year, GenStudio combines applications from Adobe Experience Cloud, Adobe Creative Cloud, and Firefly’s AI models into a single platform. Dentsu integrates its proprietary tools—Merkury (identity and audience insights) and GIA (generative AI performance marketing)—into Adobe’s content supply chain suite, GenStudio, to automate the entire process. Additionally, they are incorporating sustainability tracking through their production arm, Tag.

Meeting the Demand for Relevant Content

Brands are looking to create highly relevant content with various iterations, all linked to analytics for measuring performance while addressing AI brand safety concerns. According to Abbey Klaassen, global brand president of Dentsu Creative, the traditional methods are costly and slow down market entry.

For instance, a global camping equipment brand needs 600,000 assets annually for its numerous campaigns across various channels. This collaboration is a strategic partnership, not based on revenue-sharing.

The AI Revolution in Advertising

The Dentsu-Adobe partnership exemplifies how holding companies are increasingly collaborating with AI solution providers, reflecting a growing reliance on AI in advertising. However, as brands utilize generative AI for ad creation, they face the challenge of content sameness, risking a lack of differentiation in a crowded marketplace.

GenStudio utilizes Merkury to derive customer insights and audience behavior based on brand KPIs, which guides the creative brief and content creation process, enhanced by Adobe’s technology stack. As Klaassen states, “It unlocks the ability to produce content that has the right intent, at scale, efficiently, and effectively.”

Modernizing Content Supply Chains

Dentsu's initiative stems from a desire to modernize the content supply chain, with 80% of clients discussing how to integrate data into content production. As Brent Rudewick, vice president of Adobe GenStudio, puts it, combining these technologies allows for smarter activations and reshaping of longstanding workflows.

Dentsu charges clients a dynamic fee for GenStudio, considering Adobe's tech investments, consultation, implementation, and agency services. Klaassen emphasizes the urgency: “Clients almost don’t have a choice—they have to modernize their content supply chain, or they’ll be left behind.”

The article has been updated to clarify that TAG is Dentsu’s production arm and that Adobe was the first brand to test the studio. It also highlights that 80% of clients are discussing data integration into content production.