Dentsu and Adobe Launch GenStudio dentsu+ to Transform Content Supply Chains
Dentsu and Adobe have unveiled Adobe GenStudio dentsu+, a generative AI-powered marketing ecosystem designed to enhance content production and personalization capabilities for brands. Developed through their decade-long collaboration, the solution integrates Adobe’s GenStudio with dentsu’s proprietary technologies, audience intelligence, and data-driven services. By leveraging dentsu’s Merkury, a leading data and identity platform, the system aims to help marketers deliver personalized and scalable experiences while optimizing content workflows.
At the core of the platform, Adobe GenStudio combines applications from Adobe Experience Cloud and Adobe Creative Cloud, including tools such as Adobe Experience Manager, Adobe GenStudio for Performance Marketing, and Adobe Workfront. This integration allows marketing teams to efficiently manage content at every stage, from planning and creation to activation and measurement. Dentsu’s expertise in creative insights and translation further enhances the platform, offering brands an end-to-end solution to drive impactful campaigns.
The partnership brings together dentsu’s capabilities in creative, production, media, and digital experiences, with the added advantage of Merkury’s comprehensive data insights. Marketers can achieve a unified view of campaigns, content supply chains, and identity mapping, all powered by dentsu’s AI solutions. This streamlined approach is intended to reduce resource waste while maximizing engagement and efficiency across campaigns.
Speaking on the launch, Abbey Klaassen, Global Brand President of Dentsu Creative, highlighted that the solution addresses key challenges faced by CMOs. “Adobe GenStudio dentsu+ is a direct response to CMOs demanding holistic marketing platforms to drive new growth and provides integrated marketing technology and services that can supercharge business transformation,” Klaassen stated. She added that dentsu has already observed synergies within its own operations and expects similar results for clients.
Brent Rudewick, Vice President of Adobe GenStudio and Workfront, emphasized the growing demand for scalable, personalized content, stating, “Marketers are operating in an environment now where the need for personalized and performant content is outstripping available resources, a challenge that Adobe GenStudio addresses by optimizing a brand’s content supply chain.” He also noted that combining dentsu’s audience intelligence with GenStudio offers brands the ability to activate generative AI and reshape content production processes.
The platform enables brands to fully utilize Adobe’s tech stack while ensuring adaptive and personalized content delivery. Through Dentsu Creative, brands gain access to transformative creative solutions, enhancing emotional resonance throughout the content lifecycle. Merkle optimizes martech investments, while Carat, iProspect, and dentsu X focus on next-generation media effectiveness with addressable, shoppable, and accountable media mixes. Additionally, Tag, dentsu’s production arm, facilitates scalable, adaptive content production and multilingual translations.
Shirli Zelcer, Chief Data and Technology Officer at dentsu, remarked on the significance of integrating multiple systems into one comprehensive solution. “Brands no longer have to try and piece together disparate systems and data—they can do it all in one place. Adobe GenStudio dentsu+ will not only drive better outcomes, but it will save time and add scale to marketing teams already under considerable pressure,” Zelcer said.
As brands face increasing demands for personalized and always-on marketing, Adobe GenStudio dentsu+ positions itself as a tool to reduce complexity, optimize resources, and deliver effective content tailored to evolving customer expectations.
