You may have been one of the hundreds of thousands of people who noticed this striking image while scrolling through your social media feed last year. This striking image was part of IBM's “Let's Create” brand campaign, which showcases IBM's focus on co-developing technology solutions with partners. .
Previously, it would have taken a company's creative and marketing teams days, if not months, to develop such assets. However, this image was part of an initial pilot for Adobe Firefly that brings commercially viable generative AI directly into IBM teams' workflows. Using simple text prompts, the IBM team was able to generate 200 assets and over 1,000 marketing variations for the campaign in minutes.
These images are impressive, but what's most notable is that this campaign significantly outperformed IBM's benchmarks, achieving 26x higher engagement and reaching a valuable audience. His 20% of respondents were found to be executive-level decision makers.
The campaign significantly outperformed IBM's benchmarks, delivering an impressive 26x more engagement.
Adobe Firefly is built to be secure for commercial use, so companies like IBM can use the images they create with confidence. As a foundational part of Adobe's solutions for the content supply chain, Firefly helps brands build digital content at a time when efficiency is paramount and teams are challenged to do more with less. enable you to rethink the way you create and deliver your content.
IBM is leading the way here, showing how generative AI can reshape an organization's processes in planning, producing, and analyzing content across its lifecycle.
IBM has begun working with Firefly to support the company's marketing programs and campaigns that it supports for customers through IBM Consulting. Teams can access Firefly natively in applications such as Adobe Express, Adobe Photoshop, and Adobe Experience Manager Assets.
Billy Seabrook, Global Chief Design Officer, IBM Consulting, said: “We started leveraging Adobe Firefly to revolutionize our client experience through AI-powered design while streamlining our internal creative workflows. Instead of focusing on boring tasks, our 1,600 professional designers can now focus on what they do best: creating innovative, AI-powered design solutions that exceed client expectations. Masu.”
Billy Seabrook, Global Chief Design Officer, IBM Consulting “Creators spend too much time on day-to-day tasks that generative AI can now automate. Being able to secure the time to create something.”
Thanks to generative AI, creators in IBM's consulting and marketing teams will be able to focus more time on imaginative brainstorming, visual storyboarding, and retouching designs, and are expected to be 10x more productive. It has been.
Firefly also helps foster collaboration between creative and marketing organizations. This is more important than ever, as brands' ability to deliver great customer experiences depends on the creation of vast amounts of digital content.
said Ari Sheinkin, vice president of global demand at IBM. “Organizations are under incredible pressure to deliver highly personalized experiences across channels, and generative AI offers an avenue to effectively scale these efforts. Adobe Firefly streamlines the process of generating high-quality content and helps our marketing and creative teams be more effective when used for personalization campaigns at scale that deliver tailored experiences for customers. and enable collaboration.”
Ari Sheinkin, Vice President of Global Demand, IBM “Brands have spent years delivering personalization at scale, with varying degrees of success. Generative AI is making it possible for our industry to do just that, and it’s creating a connection between creatives and marketers. It can bridge the long-standing gap between
This process of creating and delivering content that fosters effective customer experiences is an area that Adobe supports through content supply chain solutions. IBM uses a suite of applications, including Adobe Workfront, Adobe Experience Manager, and Adobe Creative Cloud applications, to enable creative and marketing teams to seamlessly plan, create, and activate content on brands.
Using these tools reduced time to market by 60%. Firefly also allows the company to speed up its production process and further optimize its content supply chain.
Firefly also helps IBM recognize the potential to strengthen brand standards and guardrails across the enterprise. As more people use generative AI in their daily work, it becomes increasingly important to ensure that all visual content aligns with IBM's brand values and guidelines. Through applications like Adobe Express, Firefly helps marketing teams create engaging visual content based on their brand, even if they're not designers, without having to rely on expensive creative resources.
In many ways, the question mark ad creative that IBM generated using Firefly was a prompt to the broader business community. “How will generative AI impact the way companies operate?” And how quickly should they act to avoid losing their competitive edge? These are the questions IBM is beginning to answer. We are fortunate to partner with IBM in this effort.
