Singapore – Multinational computer software company Adobe and global advertising agency Havas has recently announced an expanded partnership, transforming the agency’s end-to-end content workflows and paving the way for a smarter and more responsible content supply chain.
The collaboration will enable all Havas agencies to leverage Adobe generative AI to deliver personalised customer experiences more efficiently.
Havas agencies will adopt Adobe GenStudio, enabling them to accelerate the content process from ideation to delivery, while also giving them direct access to Adobe Firefly, to generate content that is designed to be safe for commercial use.
Additionally, Havas agencies will be able to choose which content creation techniques and practices they employ, as well as how they prefer to leverage generative AI when activating new and variant content.
They will also gain access to audience-specific data insights, enabling impact-based content optimization, and Adobe GenStudio’s seamless collaboration features, which empower cross-functional teams to create, edit and deliver customer experiences in real time.
Commenting on the partnership, Yannick Bolloré, chairman and global CEO, Havas and chairman, Vivendi, said, “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.”
Meanwhile, Anil Chakravarthy, president, digital experience at Adobe, 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.”
