Publicis Groupe and Adobe have announced an expansion of their global strategic partnership to deliver scalable, personalised content using generative AI. The news was shared on 18 March at Adobe Summit, the company’s flagship digital experience event held in Las Vegas.
As part of the deepened collaboration, Adobe Firefly will be embedded into Publicis Groupe’s CoreAI platform, an AI-powered system that activates the group’s proprietary data to support its operations. Firefly, Adobe’s suite of generative AI models and services for enterprise use, will enhance Publicis’ intelligent content capabilities. Together, this integration is expected to help businesses scale content production while tailoring experiences to specific audiences for greater engagement and growth.
Adobe Firefly Services, which include creative APIs and generative tools, will be used across Publicis’ delivery network, enabling faster and more precise content creation. Publicis’ industry-leading identity solutions will also support this personalisation, making it possible to create content with greater relevance for different audience segments.
The partnership also draws on the Adobe expertise within Publicis Sapient, the group’s digital business transformation arm. Firefly Services will work alongside Adobe Experience Cloud and Adobe Experience Platform, merging marketing, AI, and creativity to support digital transformation efforts for shared clients.
Arthur Sadoun, CEO of Publicis Groupe, said, “With this latest step in our relationship with Adobe, we’re able to push the boundaries of AI-driven creativity and deliver groundbreaking solutions for the marketing and advertising industry. The combination of CoreAI and Adobe Firefly takes us even further in our mission to shape the future of personalised, data-driven content at scale. Together, we are setting a new standard for how brands engage with their audiences, driving both creativity and measurable business outcomes.”
Generative AI to improve speed, creativity and cost efficiency
The expanded agreement will benefit agencies and production studios across Publicis Groupe, giving them access to Adobe’s commercially safe Firefly models for creating images, vectors, and video content. This will allow clients to speed up production while maintaining creative control, resulting in more engaging campaigns delivered at scale. The partnership aims to make workflows more efficient and cost-effective, without sacrificing creativity.
Anil Chakravarthy, president of Adobe’s Digital Experience Business, said, “Adobe and Publicis are building on a longstanding partnership focused on giving joint clients a competitive edge by delivering engaging and highly personalised 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.”
Through this joint effort, Adobe and Publicis aim to set new benchmarks for how brands approach customer engagement using AI-powered creative tools and data-driven strategies. By combining Adobe’s technology with Publicis’ global delivery infrastructure, the partnership is positioned to help clients drive measurable results while staying ahead in a fast-changing digital landscape.
