Generative AI brings new opportunities to Adobe’s partnership with IBM
For more than 20 years, Adobe and IBM have worked together to help the world’s largest enterprises leverage technology to deliver more impactful customer experiences and run their businesses more productively.
With generative AI, we’re finding exciting opportunities to explore and new value to offer our shared customers — as well as our own organizations. We recently highlighted IBM’s use of Adobe Firefly in an early pilot program. Using simple text prompts within Firefly, IBM generated 100 assets and over 1,000 marketing variations for a campaign in a matter of minutes. The campaign performed well above IBM’s benchmark, with engagement 26 times higher than estimated.
Read more to learn about Adobe and IBM’s new areas of collaboration.
Leveraging Adobe Express for Enterprise to accelerate on-brand content creation
Adobe Express for Enterprise is an all-new solution that empowers businesses to accelerate marketing content creation and extend easy, on-brand content production to communications, sales and other business users, powered by Adobe Firefly generative AI and designed to be commercially safe. As an early adopter, IBM teams across the globe are already using Adobe Express for Enterprise to empower teams to scale the creation of on-brand content. For example:
- IBM marketing is using Adobe Express for Enterprise for personalization. According to IBM’s Senior vice president of Marketing and Communications Jonathan Adashek: “Marketers are looking for trusted AI that seamlessly integrates into their work. Adobe Express for Enterprise, is empowering marketers at IBM to create on-brand content aligned to business objectives that delivers compelling, personalized experiences to targeted audiences."
- Red Hat, an IBM company and the world's leading provider of enterprise open-source solutions, is using Adobe Express across its marketing organization. Using Adobe Express templates, marketers worldwide can create their own assets on demand and rapidly scale up for digital campaigns, product marketing, and events. Empowering marketers with Adobe Express enables Red Hat to accomplish in minutes what used to take days. The integration between Adobe Creative Cloud and Adobe Express streamlines Red Hat's design workflow, giving creative teams more bandwidth to design new ways of engaging customers.
Adobe and IBM Consulting are also partnering to modernize the content supply chains for our shared customers by introducing innovative workflows that leverage the power of Firefly generative AI in Adobe Express. By delegating creative tasks to a more diverse and collaborative team, customers can anticipate a boost in productivity, with a 30 percent increase in project capacity and a 70 percent reduction in time-to-market. This transformation enables the delivery of highly personalized, brand-consistent digital assets at an unprecedented scale. Adobe Express for Enterprise will also empower IBM’s Consultants to make on-brand content by quickly applying fonts, colors, logos and images to marketing materials.
IBM's watsonx comes to Adobe Experience Platform
Building on Adobe’s decision last year to leverage Red Hat OpenShift to accelerate the delivery of Adobe Experience Platform globally, together IBM and Adobe are also bringing watsonx, IBM’s AI and data platform, into Adobe Experience Platform, the centralized and connected data foundation that powers customer experience management to deliver personalization at scale. We’re excited about the new use cases watsonx will enable, beginning with supporting chief Marketing officers as they embrace the latest technologies.
Exploring watsonx and Adobe Acrobat AI Assistant for on-prem, private cloud
Earlier this year Adobe launched Acrobat AI Assistant, a new conversational interface deeply integrated into Acrobat workflows. Acrobat AI Assistant can be easily deployed in minutes, instantly unlocking new levels of document productivity for every knowledge worker. Adobe and IBM are exploring bringing the power of Adobe Acrobat AI Assistant to enterprises that have standardized on on-premises and private cloud environments, through the power of IBM’s watsonx AI and data platform.