Announcing the 2024 Adobe Firefly Partner Award winner and runners-up

While Adobe Firefly, Adobe’s family of creative generative AI models, has only been commercially available for just over a year (since September 13, 2023), the Adobe partner ecosystem has already demonstrated outstanding campaigns for businesses around the world.

Firefly models are governed by Adobe’s AI Ethics principles of accountability, responsibility, and transparency. This means enterprises, often guided by our partners, are increasingly comfortable scaling Firefly’s usage in their marketing and advertising campaigns.

Today we celebrate the amazing work of our partners with the first-ever Adobe Firefly Partner Award.

Submissions for the award were judged on the following criteria:

• Creativity
• Innovation
• Improved Efficiencies
• Campaign Results

Rapidly scaling content

Omnicom full-service creative agency 180 was named winner of the 2024 Adobe Firefly Partner Award for its work for Mirinda®, a line of fruit-flavored soft drinks within the PepsiCo product portfolio.

Leveraging the commercially safe generative-image capabilities of Adobe Firefly, Omnicom created 200 prompts for 200 subjects in 12 art styles to generate more than 540,000 on-brand images in just 5 days. The result was a total of 1.5M on-brand assets.

With the aid of Adobe Firefly Services, Adobe Creative Cloud, and Adobe Experience Cloud, Mirinda® delivered an innovative, shareable mobile microsite where visitors could create personalized flavors. Featuring many of the AI-generated images, the microsite showcased personalization at scale while adhering to PepsiCo’s responsible AI practices and the Mirinda brand platform.

Enhancing creative production and campaign execution

Global professional services titan Accenture is a runner-up for the 2024 Adobe Firefly Partner Award.

In partnership with Standard Chartered Bank, a leading international bank with a strong presence in Asia, Africa, and the Middle East, Accenture used Adobe Firefly to improve creative efficiency for Digital Sales and Marketing.

Usage of Adobe Firefly was focused on addressing Standard Chartered Bank's increasing creative velocity while maintaining quality. Accenture utilized Firefly Services to streamline the bank’s design execution and permutation processes with key functionalities like Text to Image, Generative Fill, and Generative Recolor, reducing reliance on manual sourcing of images and repetitive design tasks. Consequently, design execution time was reduced by 30 percent and campaign turnaround time was reduced by 35 percent. This has allowed the bank to increase the number of campaigns and creative assets it can support each month.

Strategic creativity at scale

Monks, a digital, data-driven marketing and technology services provider, is one of our runners-up for the 2024 Adobe Firefly Partner Award.

Monks was recognized for outstanding work on behalf of Chime, a financial technology company providing basic banking services that are helpful, transparent, and fair. Chime has a sophisticated multi-channel digital advertising program that requires a high volume of ad variations to succeed, and which also must feel native to each channel.

Monks used Firefly Services to produce custom images for Chime Financial’s evergreen digital campaign and to tailor it to specific channels, aspect ratios, and performance best practices. With Adobe Firefly, Monks collapsed creative production time for image creation down from 2+ business days to less than half a business day, while also cutting the average revision time in half for faster-than-ever time to market.

Just the beginning

It’s hard to believe that in only a year our partner ecosystem has so fully embraced the Adobe Firefly family of generative AI models to transform their clients’ Content Supply Chains and achieve such exciting results. We look forward to our strategic partners finding new and exciting ways to innovate using Adobe technology.