Adobe will partner with global professional services company Accenture to co-develop industry-specific solutions using Adobe Firefly, Adobe's suite of creative generative AI models, that will aim to help organisations create personalised content at scale and accelerate the transformation of their content supply chains.

The partnership will see Accenture integrate Adobe Firefly Custom Models into the marketing services offered by its creative services arm, Accenture Song.

The solutions will initially focus on the retail and consumer goods, automotive, financial services, and health industries. Accenture engineers will be trained to become specialists in Adobe Firefly, providing support for clients deploying generative AI campaigns.

According to Accenture research, 97% of business leaders expect generative AI to be transformative for their company and industry, but only 31% of organisations have started investing significantly in generative AI initiatives. Accenture will also use Adobe Firefly within its own marketing organisation to produce creative content faster and enhance their creativity.

Accenture Song chief executive officer, David Droga, said: "Brands today are looking for ways to go beyond experimenting with generative AI to achieve real impact. 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 democratise the ability for teams to develop creative assets and accelerate content supply chain transformation."

Adobe president, Digital Media Business, David Wadhwani, said: "Businesses have an unprecedented opportunity to leverage generative AI to deliver truly personalised experiences that connect with their customers. 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 organisations around the world to harness the power of AI."

Accenture Adobe Business Group lead, Jim LaLonde, said: "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 organisations 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 chief marketing and communications officer, Jill Kramer, said: "Organisations, including Accenture, are moving from generative AI experimentation to implementation and value realisation. For us, that means using generative AI tools that allow our marketing professionals to generate content using our

The collaboration is part of Accenture’s broader $3 billion investment in data and AI.