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AMIDST HOLDING COMPANIES’ AI INVESTMENTS FUELING INDUSTRY SHAKEUPS, BRANDTECH
AND ADOBE ANNOUNCE REVOLUTIONARY PARTNERSHIP

by Leslie Blount
December 12, 2024 The Information
(Photo credit: Adobe and The Brandtech Group, used with permission)

The agreement promises to unlock significant efficiencies for brands, offering
them an unprecedented combination of creative production technology and Gen
AI-driven campaign optimization.

In a strategic move it claims will reshape the future of marketing, Brandtech
Group has announced a partnership with Adobe that will integrate Adobe’s Firefly
Services into Brandtech’s generative AI marketing platform, Pencil Pro. 

The announcement is perhaps serendipitously timed, as news of Ominicom and IPG’s
merger and WPP’s win of Unilever’s business over incumbent IPG indicate a
pendulum shift in how investment in AI is factoring into the future of the
industry, and the ways brands approach their use of the technology.

In a statement, David Jones, founder and CEO of Brandtech, highlighted the
magnitude of the partnership in the context of the ongoing generative AI
revolution. “2025 is set to be the year of tectonic disruption in marketing,” he
states. “This partnership will give the world’s biggest advertisers a huge
competitive advantage and marketing superpower.” 

For marketers, this disruption is already here. Despite hiccups in public
reception to recent  AI generated campaigns by Coca-Cola and Spotify, many —
with the right human-powered creative backing — have been well received. And the
appeal and pressure of doubling returns on ad spend, generating content 10x
faster, and cutting costs by 50% has made the tech an undeniable industry
player. 

Both companies believe the partnership is poised to change the economics of
digital advertising and unlock significant efficiencies for brands, offering
them an unprecedented combination of creative production technology and Gen
AI-driven campaign optimization.

“Consumer expectations around generative AI-driven personalization continue to
rise, and Firefly Services unlocks the possibility for brands and agencies to
ideate and create the sheer volume of on-brand, commercially safe content now
required,” said Kumar Vora, SVP of Adobe Emerging Solutions, in a statement.
“Brandtech’s expertise in anticipating and addressing the challenges marketers
face is very evident, and we’re delighted to be expanding Adobe’s partnership
with the Group to transform how their teams and clients create the content
needed to deliver personalization at scale.”



For brand marketers and advertising professionals, the partnership means access
to a seamless integration of Adobe’s creative tools — Photoshop and After
Effects — within Pencil Pro's AI-powered workflows. The AI marketing platform,
which is already used by brands like Miller Lite, Persil and Durex, allows users
to create insights, predict performance, score quality, deploy media and
generate creative content at scale. The company claims the integration of Adobe
Firefly’s generative AI services will further amplify these capabilities,
creating a comprehensive platform for generating on-brand, commercially safe
content at lightning speed.

“The ability to create great work and then in the same platform understand its
compliance to best practice and predicted impact in-market, means brands can
quickly and confidently make and deploy work with objectivity,” Brandtech Group
Partner’s head of emerging technology, Rebecca Sykes, told Campaign. “It also
makes it very quick and seamless to creatively optimize content mid-flight,
meaning we can iteratively increase performance whilst live.”

Sykes added, “Many of the largest enterprise businesses in the world are Adobe
customers, and therefore interoperability between existing tools and Gen AI
end-to-end platforms is a critical component of the efficiencies and competitive
advantage available to those who seize the opportunity to scale Gen AI
confidently across their businesses.” 

Correction: An earlier version of this story misquoted Kumar Vora, SVP of Adobe
Emerging Solutions. The article has since been updated to reflect the language
included in the statement from Adobe.


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