From impossible to POSSIBLE: Tata Consultancy Services uses Adobe Firefly generative AI and Acrobat AI Assistant to turn hours of work into minutes

Attendees at POSSIBLE Miami — an annual conference bringing together the marketing industry’s most powerful thought leaders, trailblazers, and VIPs — typically have the same problem at the conference: they wish that they could clone themselves so that they could see everything. From networking events and masterclasses to panel discussions and keynote speakers, events that inspire and inform run all day.

This year, the organizers — innovative industry event company Beyond Ordinary Events — turned to Tata Consultancy Services (TCS) to make the impossible “possible.” Leveraging Adobe generative AI technology across products like Adobe Premiere Pro and Acrobat, they distilled hours of video content in minutes, delivering timely dispatches to thousands of attendees throughout the conference.

Eliminating the feeling of missing out

Christian Muche, CEO and Co-Founder of Beyond Ordinary Events & POSSIBLE, knows that attendees aren’t just coming to the conference for their own education, but to also share key takeaways with their marketing teams and clients. But with so much to do and see, how do they keep people from feeling like they’re missing out?

There was one partner that Muche trusted to solve the problem: TCS. As one of the world’s largest and most valuable IT services and consultancy firms, TCS is known for taking a visionary approach to tackling the toughest client problems in a manner that is simple, easy, and effective.

For POSSIBLE ’24, Muche had an idea for a daily dispatch summarizing each day’s sessions so attendees wouldn’t miss a single insight. But timing would be critical. The dispatch needed to reach attendees shortly after sessions ended to fuel discussions over dinner and carry the excitement over to the next day.

With around 25 sessions happening every day, Ranganathan Sundaram, Global Head of Marketing and Ecosystem at TCS Interactive, quickly realized sending a writer to every session to recap the main points wasn’t feasible. And simply attending sessions and writing summarizes was only part of the challenge. Once created, all recaps needed to flow into a high-quality, well-designed newsletter sent out the same day and later collected into a polished event wrap-up report.

“We had to reimagine what’s possible,” explains Sundaram. “It quickly became clear that generative AI was a perfect fit to achieve our goal.”

Analyzing hours of video in minutes

With an innovative new workflow powered by generative AI, Sundaram and his team found a way to get insights in minutes and set a new standard for information sharing and conference experiences.

The workflow started in Adobe Premiere Pro, with the writer opening a recording of each session and using the Speech to Text feature to automatically generate a transcript. They saved the transcript as a PDF file and opened it in Adobe Acrobat Pro. Then, using Adobe Acrobat AI Assistant, the writer asked for a session summary.

It was that fast and easy. In less than four minutes, one person turned a 30-minute session into an accurate, useful summary ready for review and publication.

“We were dealing with a massive amount of content for POSSIBLE,” says Sundaram. “We’re talking 260 pages, 143,000 words, and more than 30 hours of audio. There’s no way we could have analyzed talks, looked for patterns, and pulled out insights without Acrobat AI Assistant.”

A TCS designer used Adobe Firefly in Adobe Express to generate hundreds of images easily stored in a brand library for the event in less than 45 minutes. By taking advantage of templates, the designer then added each AI-enabled summary to the newsletter in minutes. With just two people and generative AI technology, TCS accomplished the impossible — for the first time delivering an informative, polished newsletter to all 3,500 conference attendees just hours after the last session of the day.

After POSSIBLE finished, all attendees received a 24-page wrap-up report to collect all of the activities and insights from the conference into one neat package. Sundaram and his team at TCS polished the AI-generated summaries, adding additional visuals and content. With the summaries already created, the wrap-up report was finished and out the door in under two weeks.

“Our summaries received very positive feedback in terms of timing, topicality, and overview,” says Muche. “We can see Acrobat AI Assistant playing a crucial part in our future campaign strategy by allowing us to provide content faster and with higher quality.”

Generative AI for every business need

Natarajan Baskaran, Global Head of Digital Experience at TCS Interactive, sees big potential for Acrobat AI Assistant, both internally and for customers. For this year’s POSSIBLE conference, the team focused on summaries, but Acrobat AI Assistant can do much more. The team could ask how many times people used the word “AI” across sessions. They could chat with the assistant to find the most meaningful quotes or impactful speakers.

“There’s so many potential use cases for Acrobat AI Assistant, from research and discovery to customer service and procurement,” says Baskaran. “Any instance where you want to understand and summarize information, you can do it with Acrobat AI Assistant.”

Critically, Adobe generative AI features are built in. Anyone with Adobe apps can experience the potential for themselves.

Building on the success at POSSIBLE, teams across TCS now plan to use similar generative AI workflows both internally and for clients at flagship events such as marquee customer summits. With generative AI capabilities like Acrobat AI Assistant at people’s fingertips, they’re poised to help organizations boost productivity, disrupt their current ways of working, and rethink what’s possible.

Try Adobe Acrobat AI Assistant today.