IPG places ‘first-to-market’ bets with Adobe on latest generative AI tools

Agency holding company IPG has chosen to throw its lot in developing the next iteration of generative AI tools and products with Adobe, per an announcement the two companies made yesterday.

Although IPG will also use other generative AI tools from other companies as well as those of its clients, there are elements to the partnership that will give the holding company first crack at new Adobe tools — IPG executives referred to it as a “first-to-market deal” numerous times. 

It’s part of more than $100 million IPG says it is committing to building out AI across the holding company. And it builds on relationships the two companies have already — Adobe is already a major software supplier to IPG. 

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