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Technology giant IBM announced Wednesday that it is introducing Adobe Firefly Generative. Artificial intelligence (AI) Increase productivity with tools across your design and marketing teams.
Billy Seabrook, IBM’s global chief design officer, said in an interview with FOX Business that the company’s design team has been working with Firefly since its launch last year, and that the company has been working on the tool over the past year ahead of Wednesday’s announcement. He said he has gradually expanded its use.
“We have more than 20,000 employees who have enabled Adobe Creative Cloud, so since its beta launch last March, we’ve been using Firefly primarily through internal experimentation and understanding the tool’s capabilities. I’ve been experimenting,” Seabrook said. “When it went [general availability]We went through a process of evaluating the tool and ultimately decided to roll it out to all practitioners in its current state. ”
Adobe announces new generative AI tools for creative platforms
IBM deploys Adobe Firefly generation AI tools across its marketing and design teams. (Photo by Matthias Balk/picture Alliance via Getty Images / Getty Images)
Seabrook explained that during the initial in-house pilot phase: IBM design team We used Firefly to find ways to use tools that enhance our approach to the design process.
“How can you accelerate the ideation process from coming up with a plethora of ideas and creative impulses to prototyping and storyboarding them on a journey map?” Seabrook said. .
| ticker | safety | last | change | change % |
|---|---|---|---|---|
| IBM | International Business Machines Corporation | 191.95 | -1.11 | -0.57% |
| adobe | Adobe Corporation | 544.84 | -23.10 | -4.07% |
Since its launch last year, IBM’s design team has expanded its use of AI tools as Adobe Firefly has improved and moved to a 2.0 model with new features such as style matching.
“We have extended and integrated some of our core tools, such as Photoshop and Illustrator, and expanded their use accordingly. We started taking advantage of it,” Seabrook said. He said. “It’s not just an ideation or inspiration tool, it’s become a real productivity tool in terms of creating content at scale.”
Adobe GENERATIVE AI SUITE FIREFLY now available for commercial use
IBM uses Adobe Firefly to consult with clients on their marketing and content needs. (Courtesy of Adobe/Getty Images)
IBM uses adobe firefly It worked with internal teams to create IBM-branded materials, which Seabrook said the company used in social media campaigns.
“We ran a great social media campaign last year as an experiment. It was a nice, tight creative concept that took advantage of generative AI, specifically Firefly. The focus was on applying textures to the symbols. “The resulting variety was amazing. The productivity gains were huge and it worked very well. This is a great example of personalization at scale. It was an example,” Seabrook said.
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IBM uses Adobe Firefly AI tools to create branded marketing content. (Courtesy of Adobe/Getty Images)
IBM’s consulting teams also use Firefly to help external clients leverage generated AI tools. content and creative concept, We also set up internal workflows and governance models to responsibly deploy AI.
“If you want to bring your own protected data, style guides and image libraries, into an AI model rather than training the underlying model, we can ensure that the output is on-brand,” Seabrook said. explained.
“That’s a concern for them as well. It’s not only an indicator of the quality of the creative, but also an indicator of kind of brand relevance, and we help them and actually do the prompt engineering. “We’re getting to the point where we can coach them on how to do it, so they can get the output from the tool using the language that the model actually understands and that best reflects their brand,” he added.
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Adobe provides software services to IBM, and the two companies’ partnership deepens as use of Adobe Firefly expands. (Photographer: David Paul Morris/Bloomberg via Getty Images/Getty Images)
Seabrook added that IBM’s use of Adobe Firefly and rolling it out more broadly is “the next evolution of our partnership with Adobe,” noting that IBM is not just using the software. marketing cloud and marketing transformation.
“I think this AI innovation can create a really compelling value proposition that will transform these marketing organizations, and ultimately the north star of delivering personalization at scale. , this was kind of the holy grail of marketing.” Decades later, we’re very optimistic that the power of AI might unlock it.” Seabrook he said.
