Sophie Blake
Publicis Groupe has announced an extended partnership with Adobe to integrate generative artificial intelligence (AI) into its CoreAI platform. The collaboration will incorporate Adobe Firefly Services, aiming to expand AI-driven content creation capabilities. The announcement was made in conjunction with the Adobe Summit in Las Vegas.
Under this agreement, Publicis will use Adobe’s AI tools to enhance its marketing solutions. The integration is intended to facilitate the production of personalized content while improving workflow efficiency. Adobe’s technology will be embedded into CoreAI, providing Publicis with additional AI-powered tools for managing proprietary data and automating creative processes.
Publicis Groupe CEO Arthur Sadoun commented on the partnership, stating, “The combination of CoreAI and Adobe Firefly will enable more efficient and scalable content production for brands, helping them engage with their audiences in new ways.”
Anil Chakravarthy, president, Digital Experience Business, Adobe, said: “Adobe and Publicis are building on a longstanding partnership focused on giving joint clients a competitive edge by delivering engaging and highly personalized 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.”
Publicis has committed €300 million (approximately $325 million) over three years to develop its AI-based marketing strategies. As part of these efforts, it recently acquired identity solutions firm Lotame to enhance its data-driven marketing unit, Epsilon.
Additionally, Publicis Sapient, the company’s digital consulting arm, has expanded its collaboration with Google Cloud, forming an AI-focused business unit to support clients in AI implementation.
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