Accenture and Adobe to Co-Develop Industry-Specific Generative AI Solutions to Accelerate Marketing Transformation

Rhea-AI Summary

Accenture (ACN) and Adobe (ADBE) collaborate to develop industry-specific solutions using Adobe Firefly generative AI models to enhance content creation and supply chains.

Insights

Market Research Analyst

The partnership between Accenture and Adobe to co-develop industry-specific solutions using Adobe Firefly represents a strategic move for both companies. This collaboration is indicative of a broader trend in the digital marketing space, where personalization and scalability of content are becoming increasingly important. As businesses seek to enhance their digital presence, the ability to create tailored content quickly and efficiently is a significant competitive advantage.

From a market perspective, this alliance could potentially open up new revenue streams for both Accenture and Adobe by tapping into the growing demand for generative AI solutions. The integration of Adobe Firefly into Accenture Song's offerings may also lead to an increase in client engagement and retention, as organizations strive for more effective and efficient content strategies. Additionally, the focus on industries like retail, consumer goods and healthcare suggests a targeted approach that could lead to deeper market penetration in these sectors.

For investors, the implications of this partnership could be seen in the performance of both companies' stocks. If the collaboration leads to successful product offerings and client adoption, it could result in positive financial outcomes reflected in future earnings reports. However, it's important to monitor the actual market adoption of these AI-driven solutions and the competitive landscape, as other players may also be investing in similar technologies.

AI Technology Expert

Accenture's decision to integrate Adobe Firefly Custom Models into its marketing services signifies a commitment to advancing AI in the creative domain. Generative AI models like Adobe Firefly are at the forefront of AI innovation, enabling the creation of personalized content at a scale previously unattainable. Such technology can transform content supply chains by automating the production of marketing materials, which could lead to substantial cost savings and increased efficiency for clients.

Furthermore, the emphasis on training Accenture engineers as Adobe Firefly specialists is a forward-thinking approach that ensures in-depth expertise in deploying generative AI campaigns. This could enhance the quality of service provided to clients and ensure the responsible use of AI, aligning with industry best practices. It is essential for stakeholders to understand the technological capabilities and limitations of generative AI to set realistic expectations and measure the true impact of its adoption.

While the immediate benefits of generative AI in marketing are clear, long-term implications such as the potential displacement of traditional creative roles and the ethical considerations of AI-generated content will need to be carefully managed. The industry will be watching how Accenture and Adobe navigate these challenges as they work to mainstream generative AI in the business world.

Data Privacy Legal Expert

The integration of Adobe Firefly into Accenture's marketing services raises important considerations regarding data privacy and protection. Training AI models on proprietary data and brand guidelines necessitates stringent data governance to ensure client confidentiality and compliance with global data protection regulations such as GDPR and CCPA.

Accenture's systematic approach to responsible AI is important in this context, as it must address the ethical use of AI, consent mechanisms for data use and the transparency of AI operations. As organizations increasingly rely on AI to handle sensitive data, the role of legal frameworks and industry standards becomes paramount in building trust and maintaining the integrity of client relationships.

Investors and clients alike should be cognizant of the legal and regulatory landscape surrounding AI and data usage, as any missteps could lead to reputational damage and financial penalties. The proactive training of engineers in responsible AI practices is a positive step, but continuous vigilance and adaptation to evolving legal requirements are essential for long-term success.

Collaboration will help organizations move from generative AI experimentation to adoption at scale

LAS VEGAS--(BUSINESS WIRE)-- Through a strategic expansion of its relationship of more than 20 years, Accenture (NYSE: ACN) has been selected by Adobe (Nasdaq: ADBE) to co-develop industry-specific solutions using Adobe Firefly, Adobe’s family of creative generative AI models, to help organizations create personalized content at scale and accelerate the transformation of their content supply chains.

Examples of Firefly generated images; and a Firefly generated image trained on brand assets (Photo: Business Wire)

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 templatized campaigns that can be continually refined based on performance data and impact. This iterative approach streamlines the content creation process and reduces the need for manual adjustments.

With an initial focus on the retail and consumer goods, automotive, financial services and health industries, the new solutions will leverage Accenture’s extensive data and AI engineering capabilities and systematic approach to responsible AI, coupled with its approach to driving unified brand experiences. By integrating the solutions with Adobe’s broader suite of generative AI-powered solutions and client systems, organizations 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 democratize the ability for teams to develop creative assets and accelerate content supply chain transformation.”

According to Accenture research, business leaders are positive about the potential of generative AI—97% expect generative AI to be transformative for their company and their industry, yet only 31% of organizations say they have started investing “significantly” in generative AI initiatives. Accenture is committed to providing solutions for clients that help them navigate the reinvention of work, transformation of their organization and responsible adoption of AI.

“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 organizations 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’s use of Adobe Firefly within its marketing organization

As part of the collaboration, Accenture will leverage Adobe Firefly within its own marketing organization to empower its people to produce creative content faster and enhance their creativity. Using a Firefly Custom Model focused on its own brand style and design language, Accenture can customize content across each of the 19 industries it serves.

“Organizations, 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.”

Today’s announcement builds on Accenture and Adobe’s content supply chain collaboration, which is focused on helping marketers more effectively create and deliver content that provides personalized customer experiences at scale. The generative AI collaboration is part of Accenture’s broader $3 billion investment in data and AI and expands on recent activities to support the customer agenda, including its investment in Writer.com and the launch of a network of generative AI studios across the world, along with specialized services, to help clients build their own large language models that are tailored to meet their specific business needs.

About Accenture

Accenture is a leading global professional services company that helps the world’s leading businesses, governments and other organizations build their digital core, optimize their operations, accelerate revenue growth and enhance citizen services—creating tangible value at speed and scale. We are a talent- and innovation-led company with approximately 742,000 people serving clients in more than 120 countries. Technology is at the core of change today, and we are one of the world’s leaders in helping drive that change, with strong ecosystem relationships. We combine our strength in technology and leadership in cloud, data and AI with unmatched industry experience, functional expertise and global delivery capability. We are uniquely able to deliver tangible outcomes because of our broad range of services, solutions and assets across Strategy & Consulting, Technology, Operations, Industry X and Song. These capabilities, together with our culture of shared success and commitment to creating 360° value, enable us to help our clients reinvent and build trusted, lasting relationships. We measure our success by the 360° value we create for our clients, each other, our shareholders, partners and communities. Visit us at www.accenture.com.

Accenture Song accelerates growth and value for our clients through sustained customer relevance. Our capabilities span ideation to execution: growth, product and experience design; technology and experience platforms; creative, media and marketing strategy; and campaign, commerce transformation content and channel orchestration. With strong client relationships and deep industry expertise, we help our clients operate at the speed of life through the unlimited potential of imagination, technology and intelligence.

About Adobe

Adobe is changing the world through digital experiences. For more information, visit www.adobe.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20240325433245/en/

Hannah Unkefer

Accenture

+1 206 839 2172

hannah.m.unkefer@accenture.com

Julian McBride

Accenture

+1 917 237 6826

julian.mcbride@accenture.com

Source: Accenture

FAQ

What is the collaboration between Accenture and Adobe about?

Accenture and Adobe are collaborating to develop industry-specific solutions using Adobe Firefly generative AI models to enhance content creation and supply chains.

What is the purpose of integrating Adobe Firefly Custom Models into marketing services offered by Accenture Song?

The purpose is to provide clients with industry-specific insights required to train bespoke models on their proprietary data and brand guidelines.

Which industries will the new solutions initially focus on?

The new solutions will initially focus on retail and consumer goods, automotive, financial services, and health industries.

How can marketers benefit from using Firefly to generate content?

Marketers can build templatized campaigns aligned with their brand style and design language, refine them based on performance data, and reduce the need for manual adjustments.

What value do organizations get from integrating the solutions with Adobe's suite of generative AI-powered solutions?

Organizations can realize value faster with globally consistent, locally relevant, and industry-specific content.