Omnicom Group has further strengthened its partnership with Adobe through a joint initiative that will bring enterprise generative AI capabilities to their shared clients.
As the first holding company to have access to Adobe Firefly models, Omnicom will be able to use Adobe Firefly creative generative AI models with Omni data, Omnicom’s open operating system, to create on-brand content that helps marketers orchestrate better outcomes.
This access will also allow Omnicom and Adobe to embed the power of Firefly into client ecosystems, allowing for the generation of content in the brand’s unique style and brand language using API’s to increase automation.
The move comes after Omnicom unveiled Omni Assist earlier in the week, the inaugural generative AI capability enabled by a first-mover partnership with Microsoft.
Paolo Yuvienco, EVP and CTO at Omnicom Group, said Firefly is at the forefront of creative intelligence.
"Leveraging that for our clients will be critical to bring the promise of mass personalisation at scale to our client’s businesses. Adobe is one of our key partners in delivering outstanding creativity and true business outcomes for our clients," he said.
Ely Greenfield, CTO at Adobe, said its excited to once again have Omnicom join Adobe as an early collaborator and to bring this latest innovation to its shared clients.
“They share our eagerness to be a leader in generative AI and to reinvent the ways our clients can develop and deliver creative content," said Greenfield.
"Their close involvement in our Content Authenticity Initiative indicates they are aligned with our commitment to providing transparency into how content is created.”
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