IBM reimagines content creation and digital marketing with Adobe Firefly generative AI

Adobe Firefly was built to be safe for commercial use, so companies like IBM can use the images they create with confidence. As a foundational piece of Adobe’s solution for content supply chains, Firefly allows brands to rethink how they produce and deliver digital content at a time when efficiency is a top priority — and teams are being asked to do more with less. IBM is leading the way here, showcasing how generative AI can reshape an organization’s process when it comes to planning, producing, and analyzing content throughout its lifecycle.

IBM is beginning to work with Firefly to support its marketing programs, as well as the campaigns they support for clients through IBM Consulting. Teams can access Firefly natively in applications including Adobe Express, Adobe Photoshop, and Adobe Experience Manager Assets.

Billy Seabrook, the global chief design officer for IBM Consulting, said, “We have started leveraging Adobe Firefly to revolutionize client experiences through AI-powered design, while also streamlining our internal creative workflows. With Firefly, our 1,600 professional designers within the IBM Consulting experience design team can focus less on tedious tasks and more on what they do best — creating innovative design solutions with AI that exceed client expectations.”

“Creatives spend too much of their days on mundane tasks that can now be automated with generative AI. The productivity gains are incredible, but even more exciting is the time we can make available for creative ideation.”

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Thanks in large part to generative AI, creatives on the Consulting and Marketing teams at IBM can focus more of their time on imaginative brainstorming, visual storyboarding, and retouching designs, and this is expected to increase their productivity tenfold. Firefly can also help drive greater collaboration between the creative and marketing organizations — which matters more than ever as brands’ ability to deliver great customer experiences now hinges on producing a massive amount of digital content.

Ari Sheinkin, the VP of global demand at IBM, said, “Organizations are under incredible pressure to deliver highly personalized experiences across many different channels, and generative AI provides us a path to effectively scale these efforts. Adobe Firefly is enabling our marketing and creative teams to collaborate more effectively by streamlining the process of generating high quality content, which is then used in large-scale personalization campaigns that deliver tailored experiences for customers.”