Artificial Intelligence: Adobe and Brandtech Partner to Boost Generative AI Applied to Marketing
Journal du Luxe
25 Mar 2025
International group Brandtech, a pioneer in generative marketing AI, and Adobe, a global leader in digital creation, have announced a partnership aimed at boosting marketing creation.
Brandtech x Adobe: Helping brands boost their marketing operations with the latest technologies
Two tech giants are joining forces today. Brandtech , which distributes Pencil Pro, a Gen AI marketing platform, has signed a partnership with Adobe to integrate Adobe Firefly services into its tool.
Specifically, Pencil Pro will now offer Adobe Firefly services: the latter uses artificial intelligence to generate images, sounds, and videos that can be used safely by businesses. This partnership has a clear end goal: to help brands market better, faster, and more cost-effectively using the latest technologies.
“2025 will be the year of massive tectonic shifts in marketing as generative AI moves from pilot projects to widespread deployment by the world’s most progressive marketers. Given the scale of the enormous change that is taking place, both Adobe and Brandtech will be major beneficiaries. This partnership will provide the world’s largest advertisers with a huge competitive advantage and a marketing superpower ,” said David Jones, Founding President of Brandtech.
Founded in 2015, the Brandtech group has established itself in just a few years as the global leader in AI-powered generative marketing. Its clients include Google, Microsoft, Unilever, LVMH, Morgan Stanley, Bayer, TikTok, Diageo, Reckitt, and Renault-Nissan.
A sector that is indeed extremely promising, but one that still needs to be structured and optimized for large-scale development. According to the latest study, The State of Fashion, published jointly by Business of Fashion and McKinsey & Company, 73% of executives surveyed consider AI a priority for their company in 2024 ... but only 5% of them believe they are able to fully exploit it. Brandtech, in partnership with Adobe, hopes to facilitate companies' access to generative artificial intelligence.
