Henkel partners with Adobe for personalised customer experiences via Firefly Generative AI

Delhi: Henkel, a German multinational company, has announced an extended partnership with Adobe. This collaboration will see Henkel aiming to harness the capabilities of Adobe Firefly and Adobe Experience Cloud to transform its content supply chain through the integration of generative AI.

Henkel aims to deliver personalised customer experiences through its digital business platform RAQN, powered by Adobe's enterprise applications. 

With the introduction of Adobe Firefly Custom Models, Henkel aims to refine generative AI models using its assets.

For instance, teams responsible for Henkel's hair care brand, Schwarzkopf, will leverage this technology to craft assets aimed at individual customer preferences, such as hair colour, style, or length.

By integrating generative AI capabilities into Adobe Journey Optimiser, built on the Adobe Experience Platform, Henkel aims to orchestrate customer journeys with auto-generated message variations, driving deeper engagement and loyalty.

Michael Nilles, Chief Digital and Information Officer at Henkel, emphasised the significance of embracing generative AI to foster innovation and capitalise on new opportunities. He expressed, “With a strong partnership with Adobe we will significantly advance our content and marketing workflows using responsible generative, foreseeing substantial advancements in content production workflows and the delivery of personalised, omnichannel experiences.”

Luc Dammann, President of EMEA at Adobe, highlighted the transformative impact of generative AI on personalisation across data, content, and customer journeys. He lauded Henkel's adoption of Adobe Firefly and Adobe Experience Cloud as a pioneering step towards redefining efficiency and enhancing customer experiences across its iconic brands.