IBM Showcases Power of Generative AI in Content Lifecycle Transformation
Last year, while browsing through your social media feeds, you might have been among the hundreds of thousands captivated by a striking image from IBM’s “Let’s Create” brand campaign, highlighting the company’s commitment to co-developing technology solutions with partners.
In the past, it would have taken a company’s creative and marketing team days — if not months — to develop assets like these. But this image was part of an early pilot with Adobe Firefly, which put commercially-viable generative AI directly into the IBM teams’ workflows. Using simple text prompts, the IBM team was able to generate 200 assets and over 1,000 marketing variations for the campaign in a matter of minutes.
“We have started leveraging Adobe Firefly to revolutionize client experiences through AI-powered design, while also streamlining our internal creative workflows”
Billy Seabrook, the global chief design officer for IBM Consulting
As impressive as these images are, most notable of all, the campaign performed well above IBM’s benchmark, driving an impressive 26 times higher engagement, and reaching valuable audiences — 20 percent of respondents were identified as C-level decision makers.
The campaign performed well above IBM’s benchmark, driving an impressive 26 times higher engagement.
Adobe Firefly was built to be safe for commercial use, so companies like IBM can use the images they create with confidence. As a foundational piece of Adobe’s solution for content supply chains, Firefly allows brands to rethink how they produce and deliver digital content at a time when efficiency is a top priority — and teams are being asked to do more with less. IBM is leading the way here, showcasing how generative AI can reshape an organization’s process when it comes to planning, producing, and analyzing content throughout its lifecycle.
IBM is beginning to work with Firefly to support its marketing programs, as well as the campaigns they support for clients through IBM Consulting. Teams can access Firefly natively in applications including Adobe Express, Adobe Photoshop, and Adobe Experience Manager Assets.
Billy Seabrook, the global chief design officer for IBM Consulting, said, “We have started leveraging Adobe Firefly to revolutionize 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.”
This process of producing and delivering content that fuels effective customer experiences is an area that Adobe supports through its solution for content supply chains. IBM uses a set of applications — including Adobe Workfront, Adobe Experience Manager and Adobe Creative Cloud applications — which enables creative and marketing teams to plan, create, and activate on-brand content seamlessly. The use of these tools has improved time-to-market by 60 percent. And with Firefly, the company can optimize its content supply chain even further by speeding up the production process.
