Havas and Adobe Partner to Revolutionize Content Workflows, Elevating Personalized Customer Experiences
Advertising agency Havas and software giant Adobe have joined forces in an expanded partnership that aims to transform the content creation process while delivering exceptional personalized customer experiences. The collaboration will enable Havas agencies to harness the power of Adobe’s generative AI technology, streamlining content workflows and establishing a more sustainable and efficient content supply chain.
To achieve this, Havas agencies will incorporate Adobe GenStudio, an innovative enterprise content supply chain solution that integrates leading applications from Adobe Creative Cloud, Express, and Experience Cloud. This integration will enable agencies to expedite the content creation process from ideation to delivery, and grant them direct access to Adobe Firefly, a suite of creative generative AI models that generate safe and commercially viable content.
By leveraging Adobe GenStudio, Havas agencies will have the flexibility to choose their preferred content creation techniques and practices while utilizing generative AI to enhance their content creations. Additionally, they will gain access to valuable audience-specific data insights, empowering them to optimize the impact of their content. The seamless collaboration features of Adobe GenStudio will also facilitate real-time creation, editing, and delivery of exceptional customer experiences by cross-functional teams.
The partnership between Havas and Adobe comes shortly after the launch of Prose on Pixels, Havas’ global content at scale network, further highlighting Havas’ commitment to driving transformative change in the content production field. This collaboration will equip Havas agencies with the tools to meet the increasing demand for real-time personalized content while maintaining the highest levels of quality and brand consistency and minimizing waste.
Havas Chairman and Global CEO, Vivendi chairman Yannick Bolloré, emphasized the importance of innovation in today’s rapidly evolving digital landscape, stating, This partnership will enable us to harness the latest technologies, combining the strength of Adobe’s cutting-edge software with the deep well of Havas’ brand expertise to create a ‘meaningful AI’ that not only meets but exceeds the expectations of our clients.
Anil Chakravarthy, President of Adobe’s digital experience division, expressed excitement about the collaboration, acknowledging Havas as a strategic partner with a proven track record of delivering exceptional digital work for renowned brands worldwide. Chakravarthy added, We’re excited to see how Havas redefines content creation and innovates with our solutions to embed sustainability and generative AI with Firefly into their content supply chain.
With this strategic collaboration, Havas and Adobe are set to revolutionize the content creation landscape, empower agencies with advanced technology, and raise the bar for personalized customer experiences.
