The Estée Lauder Companies Partners with Adobe to Scale the Production of Digital Marketing with Firefly Generative AI
Adobe (ADBE) has announced a strategic partnership with The Estée Lauder Companies (ELC) to implement Adobe Firefly generative AI technology for scaling digital marketing production. ELC, parent company of brands like Clinique, La Mer, and M•A•C Cosmetics, will integrate Firefly across Adobe Creative Cloud workflows to accelerate campaign execution and content production.
The partnership aligns with ELC's Beauty Reimagined strategy, aiming to enhance speed-to-market and boost consumer-facing investments. Through Adobe Firefly Services, ELC can streamline content production for various digital formats, addressing the projected quintuple increase in content demand through 2026. The implementation includes features like Generative Expand for intelligent image resizing and optimization.
Additionally, ELC is adopting Adobe Experience Manager Assets as a Cloud Service to modernize its digital asset management system, enabling faster asset uploads and enhanced search capabilities.
Adobe (ADBE) ha annunciato una partnership strategica con The Estée Lauder Companies (ELC) per implementare la tecnologia di intelligenza artificiale generativa Adobe Firefly per scalare la produzione di marketing digitale. ELC, la società madre di marchi come Clinique, La Mer e M•A•C Cosmetics, integrerà Firefly nei flussi di lavoro di Adobe Creative Cloud per accelerare l'esecuzione delle campagne e la produzione di contenuti.
La partnership è in linea con la strategia Beauty Reimagined di ELC, che mira a migliorare la velocità di immissione sul mercato e aumentare gli investimenti rivolti ai consumatori. Attraverso Adobe Firefly Services, ELC può semplificare la produzione di contenuti per vari formati digitali, affrontando l'aumento previsto della domanda di contenuti, che dovrebbe quintuplicarsi entro il 2026. L'implementazione include funzionalità come Generative Expand per il ridimensionamento intelligente delle immagini e l'ottimizzazione.
Inoltre, ELC sta adottando Adobe Experience Manager Assets come servizio cloud per modernizzare il proprio sistema di gestione degli asset digitali, consentendo caricamenti più rapidi degli asset e capacità di ricerca migliorate.
Adobe (ADBE) ha anunciado una asociación estratégica con The Estée Lauder Companies (ELC) para implementar la tecnología de inteligencia artificial generativa Adobe Firefly para escalar la producción de marketing digital. ELC, la empresa matriz de marcas como Clinique, La Mer y M•A•C Cosmetics, integrará Firefly en los flujos de trabajo de Adobe Creative Cloud para acelerar la ejecución de campañas y la producción de contenido.
La asociación se alinea con la estrategia Beauty Reimagined de ELC, que busca mejorar la velocidad de comercialización y aumentar las inversiones orientadas al consumidor. A través de Adobe Firefly Services, ELC puede optimizar la producción de contenido para varios formatos digitales, abordando el aumento proyectado de la demanda de contenido que se espera que se quintuplica para 2026. La implementación incluye características como Generative Expand para el redimensionamiento y optimización inteligente de imágenes.
Además, ELC está adoptando Adobe Experience Manager Assets como servicio en la nube para modernizar su sistema de gestión de activos digitales, permitiendo cargas de activos más rápidas y capacidades de búsqueda mejoradas.
어도비 (ADBE)는 디지털 마케팅 생산을 확대하기 위해 어도비 파이어플라이 생성 AI 기술을 구현하기 위한 전략적 파트너십을 에스티 로더 컴퍼니즈 (ELC)와 발표했습니다. ELC는 클리니크, 라 메르, M•A•C 화장품과 같은 브랜드의 모회사로, 캠페인 실행 및 콘텐츠 생산을 가속화하기 위해 어도비 크리에이티브 클라우드 워크플로우 전반에 파이어플라이를 통합할 것입니다.
이 파트너십은 ELC의 뷰티 리이미진 전략과 일치하며, 시장 출시 속도를 향상시키고 소비자 중심의 투자를 증가시키는 것을 목표로 하고 있습니다. 어도비 파이어플라이 서비스를 통해 ELC는 2026년까지 예상되는 콘텐츠 수요의 다섯 배 증가를 해결하기 위해 다양한 디지털 형식의 콘텐츠 생산을 간소화할 수 있습니다. 구현에는 지능형 이미지 크기 조정 및 최적화를 위한 Generative Expand와 같은 기능이 포함됩니다.
또한, ELC는 디지털 자산 관리 시스템을 현대화하기 위해 어도비 경험 관리자 자산을 클라우드 서비스로 채택하여 자산 업로드 속도를 높이고 검색 기능을 개선하고 있습니다.
Adobe (ADBE) a annoncé un partenariat stratégique avec The Estée Lauder Companies (ELC) pour mettre en œuvre la technologie d'IA générative Adobe Firefly afin d'élargir la production de marketing numérique. ELC, la société mère de marques telles que Clinique, La Mer et M•A•C Cosmetics, intégrera Firefly dans les flux de travail d'Adobe Creative Cloud pour accélérer l'exécution des campagnes et la production de contenu.
Ce partenariat s'inscrit dans la stratégie Beauty Reimagined d'ELC, visant à améliorer la rapidité de mise sur le marché et à augmenter les investissements orientés vers le consommateur. Grâce aux Adobe Firefly Services, ELC peut rationaliser la production de contenu pour divers formats numériques, répondant à l'augmentation projetée de la demande de contenu qui devrait quintupler d'ici 2026. L'implémentation comprend des fonctionnalités telles que Generative Expand pour le redimensionnement et l'optimisation intelligents des images.
De plus, ELC adopte Adobe Experience Manager Assets en tant que service cloud pour moderniser son système de gestion des actifs numériques, permettant des téléchargements d'actifs plus rapides et des capacités de recherche améliorées.
Adobe (ADBE) hat eine strategische Partnerschaft mit The Estée Lauder Companies (ELC) angekündigt, um die generative KI-Technologie Adobe Firefly zur Skalierung der digitalen Marketingproduktion zu implementieren. ELC, die Muttergesellschaft von Marken wie Clinique, La Mer und M•A•C Cosmetics, wird Firefly in die Workflows von Adobe Creative Cloud integrieren, um die Kampagnendurchführung und die Inhaltserstellung zu beschleunigen.
Die Partnerschaft steht im Einklang mit ELCs Strategie Beauty Reimagined, die darauf abzielt, die Markteinführungszeit zu verbessern und die verbraucherorientierten Investitionen zu steigern. Durch Adobe Firefly Services kann ELC die Inhaltserstellung für verschiedene digitale Formate optimieren und der prognostizierten fünfmaligen Steigerung der Inhaltsnachfrage bis 2026 gerecht werden. Die Implementierung umfasst Funktionen wie Generative Expand für intelligentes Bildgrößenanpassung und -optimierung.
Darüber hinaus übernimmt ELC Adobe Experience Manager Assets als Cloud-Service, um sein digitales Asset-Management-System zu modernisieren, was schnellere Asset-Uploads und verbesserte Suchfunktionen ermöglicht.
- Partnership enables faster campaign execution and content production efficiency
- Integration with existing Adobe Creative Cloud workflows streamlines operations
- Implementation addresses projected 5x increase in content demand through 2026
- Enhanced digital asset management system improves operational efficiency
- Significant investment required in digital transformation and new technology adoption
- Heavy reliance on third-party AI technology for core marketing operations
Insights
Adobe's partnership with The Estée Lauder Companies (ELC) represents a strategic implementation of Firefly generative AI within a major enterprise customer's workflow. This integration addresses a critical pain point in digital marketing—the exponential growth in content requirements across multiple platforms and formats.
The integration of Firefly Services APIs into ELC's existing Creative Cloud workflows enables automation of repetitive tasks like asset resizing and reformatting. This allows ELC's creative teams to focus on higher-value activities like conceptual development and brand innovation, particularly important as the article notes content demands are expected to
Beyond Firefly, ELC is also implementing Adobe Experience Manager Assets as a Cloud Service, creating an architecture where assets can be managed more efficiently. This suggests Adobe is successfully bundling multiple solutions rather than just selling Firefly as a standalone product.
For Adobe, this partnership represents validation of their enterprise AI strategy but likely won't significantly move the needle on short-term financial performance given Adobe's
This is part of Adobe's broader strategy to monetize AI through practical applications that solve real business problems rather than just offering cutting-edge technology without clear use cases.
The Estée Lauder Companies' adoption of Adobe Firefly represents a practical solution to a growing challenge in digital marketing—the explosive proliferation of required content variations. With ELC operating nearly 25 beauty brands across approximately 150 countries, the content scaling problem is particularly acute.
What makes this implementation noteworthy is its focus on production efficiency rather than creative replacement. By automating repetitive tasks like resizing and reformatting—which consume substantial designer time but add little creative value—ELC can maintain brand consistency while significantly accelerating campaign deployment.
The integration with Adobe Experience Manager creates an end-to-end workflow for asset creation, management, and deployment. This holistic approach addresses the entire content lifecycle rather than just isolated production tasks.
For beauty marketers, speed-to-market has become increasingly critical as social media platforms drive faster trend cycles. M•A•C Cosmetics' early adoption within ELC highlights how competitive pressures in beauty marketing are driving technological innovation.
This partnership also underscores the evolving nature of enterprise AI adoption—moving beyond experimentation to addressing specific operational bottlenecks. For Adobe, showcasing Firefly's commercial applications in high-volume content production environments helps demonstrate tangible ROI for potential enterprise customers considering similar implementations.
- Creating engaging content is critical in the fast-moving prestige beauty industry, and The Estée Lauder Companies (ELC) is adopting Adobe Firefly to shorten the time it takes to launch digital marketing campaigns, using generative AI to accelerate content production
- ELC is leveraging solutions including Adobe Firefly Services—a collection of creative and generative APIs—that bring generative AI directly into production workflows to handle repetitive tasks such as resizing and reformatting marketing assets
- Survey findings indicate that content demands are expected to quintuple through 2026, making generative AI impactful for ELC creatives to simplify production tasks and focus on incubating new ideas
Across digital channels, different formats (text, image, shopping, app promotion) and sizes for marketing campaigns contribute to hundreds of thousands of assets needed every year. Teams are burdened with repetitive tasks that take time away from driving new design concepts and connecting with different audiences. This partnership underscores ELC’s newly unveiled Beauty Reimagined, a bold strategic vision aimed at establishing ELC as the best consumer-centric prestige beauty company in the world. A key focus of this plan includes driving transformative innovation to accelerate speed-to-market, as well as boosting consumer-facing investments to accelerate new customer acquisition. By harnessing Adobe’s Firefly capabilities to streamline content production, ELC reinforces its commitment to this vision—ensuring impactful, consumer-driven engagement at scale.
Through leveraging Adobe Firefly Services—a collection of creative and generative APIs—ELC can reimagine content production as additional campaigns are required to engage consumers who are more digital than ever. In fact, survey stats show nearly two-third of marketers* believe the demand for content will quintuple between 2024 and 2026. With features such as Generative Expand seamlessly integrated into existing workflows, images can be intelligently resized and optimized for various formats. Teams can quickly deliver assets with text and imagery intuitively placed, ready for distribution across digital marketing channels.
“Maintaining mindshare on digital channels such as social media is important in the competitive beauty industry, but oftentimes the content requirements for each platform stresses our ability to deliver new campaigns,” said Justin Edwards, Vice President, Global Digital Creative and Brand Image, M•A•C Cosmetics. “The M•A•C Cosmetics team was the first to explore the potential of generative AI for the company through Adobe Firefly Services, and we believe it will remove hurdles that currently prevent our designers from focusing on their craft.”
“Adobe Firefly Services APIs surface decades of Adobe innovation across our foundational AI models and applications such as Photoshop and InDesign, to assist with daily tasks that are crucial but can often be repetitive and time-intensive,” said Varun Parmar, general manager, Adobe GenStudio and Firefly for Enterprise. “The Estée Lauder Companies have shown an incredibly compelling and practical application of generative AI, which allows design teams to focus more time on their craft and ideating eye catching creative for its portfolio of nearly 25 brands.”
As part of its new content production workflow, ELC also needed to modernize its digital asset management (DAM) system. The DAM houses the company’s entire library of images, logos, patterns and more—assets that anchor the creation of digital content. ELC is now leveraging Adobe Experience Manager Assets as a Cloud Service to enhance their DAM and drive greater operational efficiency. This creates an architecture where assets can be uploaded with greater speed, along with enhanced search capabilities for teams to quickly locate assets and gain actionable insights on usage and performance. It further shortens the time it takes to build and deliver assets for digital campaigns.
“At The Estée Lauder Companies, we need to keep pace with a changing environment where an increasingly large share of transactions is happening through digital channels such as mobile devices,” said Yuri Ezhkov, Vice President, Creative Center of Excellence, The Estée Lauder Companies. “We have a trusted partner in Adobe to provide generative AI technologies that are safe for commercial use, with tools that enable our design teams to operate more nimbly and be free to focus on ideating.”
About Adobe
Adobe is changing the world through digital experiences. For more information, visit www.adobe.com.
About The Estée Lauder Companies Inc.
The Estée Lauder Companies Inc. is one of the world’s leading manufacturers, marketers, and sellers of quality skin care, makeup, fragrance, and hair care products, and is a steward of luxury and prestige brands globally. The company’s products are sold in approximately 150 countries and territories under brand names including: Estée Lauder, Aramis, Clinique, Lab Series, Origins, M·A·C, La Mer, Bobbi Brown Cosmetics, Aveda, Jo Malone London, Bumble and bumble, Darphin Paris, TOM FORD, Smashbox, AERIN Beauty, Le Labo, Editions de Parfums Frédéric Malle, GLAMGLOW, KILIAN
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*Adobe Survey of 2,841 marketers in markets including the
View source version on businesswire.com: https://www.businesswire.com/news/home/20250312511040/en/
Public relations contacts
Kevin Fu
Adobe
kfu@adobe.com
Suzanne Sterns
The Estée Lauder Companies
ssterns@estee.com
Source: Adobe
FAQ
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