Accenture and Adobe to Co-Develop Industry-Specific Generative AI Solutions to Accelerate Marketing
Through a strategic expansion of its relationship of more than 20
years, Accenture has been selected by Adobe to co-develop industry-specific
solutions using Adobe Firefly, Adobe’s family of creative generative AI models,
to help organizations create personalized content at scale and accelerate the
transformation of their content supply chains.
Accenture will integrate Adobe Firefly Custom Models into
marketing services offered by Accenture Song, to provide clients with the
industry-specific insights required to train bespoke models on their
proprietary data and brand guidelines. Firefly, which is designed to be safe
for commercial use, is also accessible via APIs through Firefly Services, as
well as through Adobe Creative Cloud and Experience Cloud applications. By
generating content that aligns with their brand style and design language,
marketers can build templatized campaigns that can be continually refined based
on performance data and impact. This iterative approach streamlines the content
creation process and reduces the need for manual adjustments.
With an initial focus on the retail and consumer goods,
automotive, financial services and health industries, the new solutions will
leverage Accenture’s extensive data and AI engineering capabilities and
systematic approach to responsible AI, coupled with its approach to driving
unified brand experiences. By integrating the solutions with Adobe’s broader
suite of generative AI-powered solutions and client systems, organizations can
realize value faster with content that is globally consistent, locally relevant
and industry specific. Additionally, Accenture engineers will be trained to be
specialists in Adobe Firefly, allowing them to provide support for clients
deploying generative AI campaigns.
“Brands today are looking for ways to go beyond experimenting with
generative AI to achieve real impact,” said David Droga, chief executive
officer, Accenture Song. “Whether it’s consumer goods companies scaling their
product data and images in e-marketplaces worldwide, or healthcare providers ensuring
brand standards for patient safety, the demand for scalable generative AI
solutions is increasing. By bringing together Adobe technology with Accenture
Song’s tech-powered creativity, we can help democratize the ability for teams
to develop creative assets and accelerate content supply chain transformation.”
According to Accenture
research, business leaders are positive about the potential of generative
AI—97% expect generative AI to be transformative for their company and their
industry, yet only 31% of organizations say they have started investing
“significantly” in generative AI initiatives. Accenture is committed to
providing solutions for clients that help them navigate the reinvention of
work, transformation of their organization and responsible adoption of AI.
“Businesses
have an unprecedented opportunity to leverage generative AI to deliver truly
personalized experiences that connect with their customers,” said David
Wadhwani, president, Digital Media Business, Adobe. "Firefly is an
enterprise grade solution that powers a full suite of generative capabilities -
from content generation to editing to assembly - through our industry-leading
applications and enterprise automation APIs. We are excited to partner with
Accenture to define and implement solutions that empower organizations around
the world to harness the power of AI."
Jim
LaLonde, lead of the Accenture Adobe Business Group, added, “In recognition of
our technology and industry experience and decades-long relationship,
Adobe has selected Accenture to help develop and deliver industry-specific
generative AI capabilities that will give organizations the tools they need to
unlock new value. Together with Adobe, we’re continuing to invest in the talent
and technology needed to drive next generation experiences for our clients.”
Accenture’s use of Adobe Firefly within its marketing organization
As part of the collaboration, Accenture will leverage Adobe Firefly within its
own marketing organization to empower its people to produce creative content
faster and enhance their creativity. Using a Firefly Custom Model focused on
its own brand style and design language, Accenture can customize content across
each of the 19 industries it serves.
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