Singapore – Accenture has formed a partnership with Adobe to jointly develop industry-specific solutions. They intend to help enterprises create content at scale and alter their content supply chains by leveraging Adobe Firefly, Adobe’s family of creative generative AI models.
Accenture intends to include Adobe Firefly Custom Models in its Accenture Song marketing services. With the help of this integration, clients will be able to use their proprietary data and brand guidelines to train customised models with the industry-specific insights that are needed. Designed for commercial use, Firefly is accessed through Adobe Creative Cloud and Experience Cloud apps, as well as APIs via Firefly Services.
Marketers can create particular campaigns by producing content that matches their brand’s aesthetic and visual language. Then, by utilising effect analysis and performance statistics, these programs may be continuously improved. Iterative strategies reduce the need for manual modifications and streamline the process of creating content.
Accenture’s data and AI engineering skills will be leveraged by the new solutions, which are first aimed at the automotive, retail and consumer goods, financial services, and health industries. They will also integrate Accenture’s strategy for creating cohesive brand experiences with its approach to responsible AI.
Through the integration of these solutions with Adobe’s wider range of generative AI-powered tools and client systems, businesses can gain the benefits of content that is industry-specific, locally relevant, and internationally consistent. In addition, Accenture engineers will receive specific training in Adobe Firefly so they can help clients with generative AI initiatives.
Accenture will use Adobe Firefly in its marketing division as part of the partnership to help staff members create creative material effectively. Accenture is able to customise content for each of the 19 sectors it services by using a Firefly Custom Model that is adapted to its unique brand style and design language.
Speaking about the partnership, David Droga, chief executive officer, Accenture Song, said, “Brands today are looking for ways to go beyond experimenting with generative AI to achieve real impact. 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.”
Meanwhile, David Wadhwani, president, Digital Media Business, Adobe, stated, “Businesses have an unprecedented opportunity to leverage generative AI to deliver truly personalised experiences that connect with their customers. 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 organisations around the world to harness the power of AI.”
Furthermore, Jim LaLonde, lead of the Accenture Adobe Business Group, commented, “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.”
