McCann Singapore is expanding its use of generative AI through a new collaboration with Adobe. The partnership brings tools such as Adobe Express, Firefly, and object compositing capabilities directly into live brand campaigns, helping marketing teams produce content faster and adapt it across channels.
AI moves into live campaigns
Selected global and regional clients will take part in pilot projects where AI-powered production becomes part of active campaign briefs. The goal is to test new workflows while maintaining brand safety and creative quality.
“Working with Adobe, we can now generate content with greater accuracy and faster turnaround, without compromising on quality or brand standards,” said Paul Soon, CEO of McCann Singapore.
Investing in creative AI skills
McCann is also investing in advanced Adobe training and certification for its creative teams across design, motion graphics, art direction, and AI-driven production.
The partnership will explore new formats such as real-time cultural localization, cross-platform storytelling, and immersive content for social, gaming, and spatial media.
Responsible AI for marketing
Both companies have introduced a Creative AI Usage Charter to guide ethical and brand-safe AI adoption in marketing workflows.
For marketers, the message is clear: AI is quickly moving from experimentation to everyday creative production.
By MediaBUZZ – AI in Marketing
