Accenture to integrate Adobe Firefly to incorporate GenAI into its marketing services

Delhi: Accenture has been selected by Adobe to co-develop industry-specific solutions using Adobe Firefly, Adobe’s family of creative generative AI models, aimed to help organisations create personalised content at scale and accelerate the transformation of their content supply chains.

Accenture will integrate Adobe Firefly Custom Models into marketing services offered by Accenture Song, to provide clients with the industry-specific insights required to train bespoke models on their proprietary data and brand guidelines. 

Firefly, which is designed to be safe for commercial use, is also accessible via APIs through Firefly Services, as well as through Adobe Creative Cloud and Experience Cloud applications. By generating content that aligns with their brand style and design language, marketers can build templatised campaigns that can be continually refined based on performance data and impact. 

By integrating the solutions with Adobe’s broader suite of generative AI-powered solutions and client systems, organisations can realize value faster with content that is globally consistent, locally relevant and industry specific. Additionally, Accenture engineers will be trained to be specialists in Adobe Firefly, allowing them to provide support for clients deploying generative AI campaigns.

“Brands today are looking for ways to go beyond experimenting with generative AI to achieve real impact,” said David Droga, chief executive officer, Accenture Song. “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.”

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

Jim LaLonde, lead of the Accenture Adobe Business Group, added, “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.”

As part of the collaboration, Accenture will leverage Adobe Firefly within its own marketing organisation to empower its people to produce creative content faster and enhance their creativity. 

“Organisations, including Accenture, are moving from generative AI experimentation to implementation and value realization,” said Jill Kramer, chief marketing and communications officer, Accenture. “For us, that means using generative AI tools that allow our marketing professionals to generate content using our brand assets in a safe and closed environment. This will allow us to confidently accelerate the development of production-ready materials.”