- IBM deploys Adobe Firefly AI tool to boost productivity in design and marketing teams.
- IBM gradually expands usage of Firefly from ideation to content creation at scale.
- IBM leverages Firefly for internal and external projects, focusing on brand alignment and creative quality.
IBM is deploying Adobe Firefly generative AI tool across its design and marketing teams to boost productivity, integrating it with core tools like Photoshop and Illustrator.
What to know: IBM announced the deployment of Adobe Firefly generative artificial intelligence (AI) tool across its design and marketing teams to enhance productivity. The global chief design officer at IBM Consulting, Billy Seabrook, revealed that IBM has been utilizing Firefly since its launch last year and has gradually expanded its usage leading up to the recent announcement. The tool has been integrated into core design software like Photoshop and Illustrator, evolving from an ideation tool to a productivity tool for content creation at scale.
Stronger together: During the initial pilot phase, IBM's design teams used Adobe Firefly to explore ways to enhance their design process by accelerating ideation and creating prototypes efficiently. As Firefly's capabilities improved with the introduction of features like style matching in version 2.0, IBM expanded its use of the AI tool. The tool was not only used for ideation but also as a productivity tool for generating content at scale, showcasing significant productivity improvements.
Deeper details: IBM is leveraging Adobe Firefly not only for internal projects but also for external clients to develop content and creative concepts. The company is assisting clients in integrating their style guides and image libraries into the AI model to ensure that the output aligns with their brand identity. By coaching clients on prompt engineering, IBM aims to optimize the output from Firefly to reflect the brand effectively, emphasizing creative quality and brand relevancy in the content generated.
Looking ahead: The broader deployment of Adobe Firefly by IBM marks the next phase in their partnership with Adobe, highlighting IBM's commitment to leveraging software and marketing tools for transformation. Seabrook expressed optimism about the potential of AI to enable personalized marketing at scale, a long-standing goal in the industry. By embracing AI innovation, IBM aims to deliver a compelling value proposition that revolutionizes marketing organizations and achieves the goal of personalization at scale, a significant advancement in the marketing landscape.
