Through a collaborative endeavour that will give their shared clients access to corporate generative AI capabilities, Omnicom Group Inc. said it has further strengthened its cooperation with Adobe. Being the first holding company with access to Adobe Firefly models, Omnicom will be able to leverage Adobe Firefly's creative generative AI models in conjunction with Omni data, Omnicom's open operating system, to produce on-brand content that aids marketers in orchestrating greater results.

 

Additionally, with this access, Omnicom and Adobe will be able to integrate Firefly's strength into client ecosystems, enabling the creation of content that adheres to a brand's distinct tone and style while using APIs to boost automation.

 

"Firefly is at the forefront of creative intelligence. Leveraging that for our clients will be critical to bring the promise of mass personalization at scale to our client's businesses," said Paolo Yuvienco, EVP, Chief Technology Officer at Omnicom Group. "Adobe is one of our key partners in delivering outstanding creativity and true business outcomes for our clients."

 

"We're excited to once again have Omnicom join us as an early collaborator and to bring this latest innovation to our shared clients," said Ely Greenfield, Chief Technology Officer at Adobe. "They share our eagerness to be a leader in generative AI and to reinvent the ways our clients can develop and deliver creative content. Their close involvement in our Content Authenticity Initiative indicates they are aligned with our commitment to providing transparency into how content is created."

 

The Content Authenticity Initiative (CAI) has welcomed Omnicom as its first member advertising holding firm. The CAI, which was established in 2019 and is led by Adobe, brings together media and technology corporations, NGOs, academics, and other groups to promote trust and transparency in digital information.