IBM Consulting has has adopted Adobe Firefly to enhance the delivery of its marketing programmes and client campaigns with generative AI.

In an early pilot, IBM used Adobe Firefly to generate 200 assets and over 1,000 marketing variations for a campaign in a matter of minutes. The campaign performed well above IBM's benchmark, driving 26 times higher engagement and reaching valuable audiences — 20 percent of respondents were identified as C-level decision makers.

"We have started leveraging Adobe Firefly to revolutionise client experiences through AI-powered design, while also streamlining our internal creative workflows. With Firefly, our 1,600 professional designers within the IBM Consulting experience design team can focus less on tedious tasks and more on what they do best — creating innovative design solutions with AI that exceed client expectations," said Billy Seabrook, the global chief design officer for IBM Consulting.

Adobe Firefly is built for commercial use, allowing companies like IBM to use the images they create with confidence. IBM's Consulting and Marketing teams are expected to increase their productivity tenfold, thanks to generative AI.

"Organisations are under incredible pressure to deliver highly personalised experiences across many different channels, and generative AI provides us a path to effectively scale these efforts. Adobe Firefly is enabling our marketing and creative teams to collaborate more effectively by streamlining the process of generating high-quality content, which is then used in large-scale personalisation campaigns that deliver tailored experiences for customers," said Ari Sheinkin, the VP of global demand at IBM.

Adobe Firefly can be accessed natively in applications including Adobe Express, Adobe Photoshop, and Adobe Experience Manager Assets.

IBM uses a set of applications — including Adobe Workfront, Adobe Experience Manager and Adobe Creative Cloud applications — which has improved time-to-market by 60 percent. Firefly is helping IBM enhance brand standards and guardrails across the enterprise.