IBM is revolutionizing content creation and digital marketing through the use of Adobe Firefly generative AI. Last year, IBM caught the attention of hundreds of thousands with a captivating image as part of its “Let’s Create” campaign, highlighting its collaborative approach to developing technology solutions. Traditionally, creating such assets would have been a time-consuming process, but with Adobe Firefly, IBM’s teams could generate 200 assets and over 1,000 marketing variations within minutes, simply by using text prompts.

This innovative approach yielded remarkable results, with the campaign driving engagement 26 times higher than IBM’s previous benchmarks. Notably, it reached a significant portion of C-level decision makers. Adobe Firefly ensures commercially viable outputs, giving companies like IBM confidence in using the generated content. Positioned as a key component of Adobe’s solution for content supply chains, Firefly enables brands to reimagine their digital content production and delivery processes, especially at a time when efficiency is paramount.

IBM is leading the charge in adopting generative AI to transform its marketing programs and client campaigns. By integrating Firefly into applications such as Adobe Express, Photoshop, and Experience Manager Assets, IBM aims to enhance client experiences and streamline internal creative workflows. According to Billy Seabrook, Global Chief Design Officer at IBM Consulting, Firefly liberates designers from mundane tasks, allowing them to focus on delivering innovative solutions that surpass client expectations.

The introduction of generative AI has liberated creatives within IBM, enabling them to allocate more time to creative brainstorming and design refinement. This shift is anticipated to boost productivity significantly. Moreover, Firefly facilitates greater collaboration between creative and marketing teams, crucial for delivering exceptional customer experiences through extensive digital content.

Ari Sheinkin, VP of Global Demand at IBM, emphasizes the importance of generative AI in scaling personalized customer experiences across various channels. By leveraging Firefly, IBM’s marketing and creative teams can collaborate seamlessly, generating high-quality content for large-scale personalization campaigns. This partnership between creatives and marketers is crucial for bridging the gap and achieving successful personalization at scale.

Adobe’s suite of applications, including Workfront, Experience Manager, and Creative Cloud, complements IBM’s efforts by streamlining content planning, creation, and activation processes. The integration of Firefly further accelerates content production, improving time-to-market by 60 percent. Additionally, Firefly aids in maintaining brand standards across the enterprise, empowering non-designers to create on-brand visual content efficiently.

The use of generative AI poses a question to businesses: How will it transform operations, and how swiftly should they adapt to remain competitive? IBM has begun to answer these questions, positioning itself at the forefront of this transformative journey, with Adobe as its trusted partner.