Tag: Generative AI

Singapore – Global creative transformation company WPP has teamed up with global technology company IBM to launch a new business-to-business (B2B) solution powered by IBM’s AI and data platform watsonx designed to reinvent how B2B marketers identify and engage clients and prospects across the buying journey. 

The ‘WPP Open for B2B’ solution will help marketers solve complex B2B marketing challenges, accurately identify and engage buying groups, and improve clients’ return on investment. 

These buying groups are made up of multiple stakeholders with different priorities who influence key purchasing decisions both inside and outside of organizations, which can make it difficult to deliver a consistent message over a long sales period. Traditionally, understanding how to adjust that message across the right channels to guide buying groups to purchase is challenging and often leads to inefficient marketing spend. 

Moreover, WPP and IBM will strategically collaborate with LinkedIn to help brands better understand buying groups so they can market more effectively and reach target buyers.

The solution has a capability called ‘AI-powered Buying Group Brain™’ a WPP AI model that can more accurately identify target buying groups in a B2B client account, built with IBM watsonx.ai and trained on trustworthy data from the client and third parties through IBM watsonx.data. It can also inform how marketers deliver personalized and consistent experiences across channels and across the duration of a long-term influencer campaign. 

It also has the Chief Marketing Officer command center, an AI assistant that serves as a command center for CMOs, bringing forward data and insights and connecting underlying systems so senior marketers can plan and model scenarios, predict results, make more data-driven decisions and execute recommended actions.

Stephan Pretorius, chief technology officer at WPP, said, “Our clients want to get in front of the right people, at the right time, on the right channels, with the right message. However, most solutions in the market today are designed for consumer marketing, targeted at sole decision-makers at a single point of purchase. WPP Open for B2B, and our collaboration with IBM and LinkedIn, will help solve some incredibly complex challenges in the B2B marketing space, using the best of WPP and IBM technology and expertise.”

Meanwhile, Jonathan Adashek, senior vice president of marketing and communications at IBM, said, “B2B marketers have been focused on creating truly personalised, relevant and consistent experiences for buying groups at scale for years. Our collaboration with WPP and LinkedIn provides real-time, actionable insights that are based on trusted data. We are excited to create and use these new, powerful and trusted AI solutions to deliver a force multiplier for B2B marketing.”

Lastly, Penry Price, vice president at LinkedIn, commented, “With success in B2B requiring customers to reach between 6 to 10 stakeholders, building relationships and ‘collective confidence’ among the entire buyer group is key. We are looking forward to working with WPP and IBM to determine how our unique knowledge of buyer groups can help inform WPP Open for B2B and help clients deliver more effective advertising campaigns.”

Malaysia – Microsoft has announced that it will invest US$2.2 billion over the next four years to promote Malaysia’s digital transformation. The investment demonstrates Microsoft’s commitment to developing Malaysia as a hub for cloud computing and related technologies like generative AI. This project seeks to increase the nation’s productivity, competitiveness, resilience, and economic growth. 

The investment in digital infrastructure continues Microsoft’s April 2021 initiative, Bersama Malaysia (Together with Malaysia), which aims to promote inclusive economic growth. This project included preparations to set up the company’s first datacenter area in the nation. 

The disclosed investment places Microsoft in a position to handle Malaysia’s growing need for cloud computing services. Furthermore, it enables Malaysia to capitalise on the significant economic and productivity opportunities presented by AI technology. 

Microsoft revealed a broader pledge to provide 2.5 million people in the member states of the Association of Southeast Asian Nations (ASEAN) with chances for AI skill development by 2025. Governments, nonprofit organisations, corporate entities, and communities throughout Malaysia, Indonesia, the Philippines, Thailand, and Vietnam will all work together to give this training and support. 

The commitment builds on Microsoft’s recent skilling efforts in Malaysia, including its success in providing digital skills to over 1.53 million Malaysians as part of the Bersama Malaysia project. 

Microsoft intends to continue working with the Malaysian government on a number of projects aimed at strengthening the country’s digital environment. Among these efforts is the establishment of a national AI Center of Excellence in collaboration with Malaysia’s Ministry of Digital Agency. The objective is to ensure compliance with AI governance and regulatory standards while fostering the deployment of AI across critical industries.

In order to strengthen Malaysia’s cybersecurity capabilities, Microsoft will continue to work with the National Cyber Security Agency of Malaysia (NACSA) as part of the Perisai Siber (Cyber Shield) program. Through security evaluations and capacity building, our alliance will put the public sector’s security and resilience first. 

Furthermore, Microsoft wants to support NACSA as it develops the next stage of the country’s cybersecurity strategy, serving as NACSA’s principal agency for cybersecurity matters in Malaysia. The two organisations will also engage in more extensive cooperation to develop cybersecurity knowledge via programs such as Microsoft’s Ready4AI&Security initiative.

Microsoft continues to support the growth of Malaysia’s developer community by launching new projects like AI Odyssey. This initiative aims to assist 2,000 Malaysian developers in becoming AI subject matter experts by acquiring new skills and obtaining Microsoft credentials. 

Speaking about the investment, Satya Nadella, chairman and CEO, Microsoft, said, “We are committed to supporting Malaysia’s AI transformation and ensure it benefits all Malaysians. Our investments in digital infrastructure and skilling will help Malaysian businesses, communities, and developers apply the latest technology to drive inclusive economic growth and innovation across the country.”

Meanwhile, YB Senator Tengku Datuk Seri Utama Zafrul Abdul Aziz, Malaysia’s Minister of Investment, Trade & Industry, said, “Microsoft’s 32-year presence in Malaysia showcases a deep partnership built on trust. Indeed, Malaysia’s position as a vibrant tech investment destination is increasingly being recognized by world-recognized names due to our well-established semiconductor ecosystem, underscored by our value proposition that ‘this is where global starts’.” 

He added, “Microsoft’s development of essential cloud and AI infrastructure, together with AI skilling opportunities, will significantly enhance Malaysia’s digital capacity and further elevate our position in the global tech landscape. Together with Microsoft, we look forward to creating more opportunities for our SMEs and better-paying jobs for our people, as we ride the AI revolution to fast-track Malaysia’s digitally empowered growth journey.” 

Andrea Della Mattea, president of Microsoft ASEAN, expressed, “We are honoured to collaborate with the government to support their National AI Framework, which enhances the country’s global competitiveness. This strategic emphasis on AI not only boosts economic growth but also promotes inclusivity by bridging the digital divide and ensuring everyone gets a seat at the table, so every Malaysian can thrive in this new digital world. As a result, Malaysia is steadily establishing itself as a regional hub for digital innovation and smart technologies, embodying a forward-thinking approach that prioritises sustainable development and societal well-being through digital transformation.” 

California, United States – Technology giant Meta, the parent company of Facebook and Instagram, has rolled out an expanded suite of new and enhanced generative AI advertising tools and features to help businesses grow. 

First on the list of its new GenAI features is the ‘image generation’ feature, which allows for the creation of full image variations with text overlay capabilities. With this, advertisers can now create new backgrounds, expand images, and adjust elements for enhanced ad creativity. 

Moreover, users will have the option to choose from a selection of popular typefaces when applying text overlays to images. Image expansion, allowing seamless adjustment of creative assets for various aspect ratios, is now available on Reels and Feed across Instagram and Facebook and integrates seamlessly with text overlays of ads.

This image generation and text overlay feature is rolling out now, with Meta teasing an upcoming text prompt customisation in a few months.

Together with the image generation feature, Meta also launched a new ‘text generation’ feature that can create ad headline variations alongside primary text. The feature is being tested to ensure it reflects the brand’s voice and tone, highlighting key selling points based on past campaigns. 

These improvements respond to advertiser feedback, aiming for more diverse text suggestions aligned with brand identity. The feature will be built with Meta Llama 3, Meta’s next-gen language model, promising enhanced capabilities and improved ad performance.

Meta is rolling out the updated generative AI features with the aim of making them available globally by the end of the year.

All the updated generative AI features, including the creative enhancements, will be available in Meta’s Ads Manager through Advantage+ creative. 

Aside from the launch of new GenAI features, Meta also revealed they are continuing their testing for their ‘Meta Verified’ feature to provide their subscribers with more value. 

In their official release, Meta stated, “Today, we’re launching enhanced generative AI features for advertisers, such as full image and text generation, and introducing additional tools and services to help businesses like yours grow. Our goal is to help you at every step of your journey, whether that’s improving ad performance by helping you develop creative variations, automating certain parts of the ad creation process, or increasing your credibility and engagement through Meta Verified.” 

Also commenting on the release, Wesley Ng, founder and CEO of Casetify, shared, “Meta’s investments in AI for advertisers have resulted in consistent performance for our business and allowed Casetify to focus on more creative and strategic work like building a creative diversification strategy.” 

“We continue to prioritise more of our advertising budget to tools like Advantage+ shopping campaigns, and when we recently tested Meta’s GenAI Background Generation feature, we saw a 13% increase in our return on ad spend. Meta’s investments in generative AI are helping businesses make more ads faster and optimise their performance with the Advantage suite.”

Washington, USA – Microsoft and The Coca-Cola Company have recently announced a five-year strategic partnership to align Coca-Cola’s core technology strategy systemwide; enable the adoption of leading-edge technology; and foster innovation and productivity globally.

As part of the partnership, Coca-Cola has made a $1.1 billion commitment to the Microsoft Cloud and its generative AI capabilities. The collaboration underscores Coca-Cola’s ongoing technology transformation, underpinned by the Microsoft Cloud as Coca-Cola’s globally preferred and strategic cloud and AI platform.

Through the partnership, the companies will jointly experiment with groundbreaking new technology like Azure OpenAI Service to develop innovative generative AI use cases across various business functions. This includes testing how Copilot for Microsoft 365 could help improve workplace productivity.

Moreover, Coca-Cola has migrated all its applications to Microsoft Azure, with most major independent bottling partners following suit. As a pioneer in AI adoption, Coca-Cola has been innovating with generative AI for nearly a year and has already leveraged Azure OpenAI Service to reimagine everything from marketing to manufacturing and supply chain and beyond. 

The company is currently exploring the use of generative AI-powered digital assistants on Azure OpenAI Service to help employees improve customer experiences, streamline operations, foster innovation, gain a competitive advantage, boost efficiency and uncover new growth opportunities.

Judson Althoff, executive vice president and chief commercial officer at Microsoft, said, “Through our long-term partnership, we have made significant progress to accelerate system-wide AI Transformation across The Coca-Cola Company and its network of independent bottlers worldwide. We are proud to support Coca-Cola as it continues to embrace the era of AI and looks to solutions like Azure OpenAI Service and Copilot for Microsoft 365 to drive innovation across every area of its business.”

Meanwhile, John Murphy, president and chief financial officer of The Coca-Cola Company, stated, “This new agreement builds on the success of Coca-Cola’s partnership strategy with Microsoft, showing our commitment to ongoing digital transformation. Our partnership with Microsoft has grown exponentially, from the $250 million agreement we initially announced in 2020 to $1.1 billion today.”

Lastly, Neeraj Tolmare, senior vice president and global chief information officer for The Coca-Cola Company, commented, “Our expanded partnership with Microsoft is an important next chapter in Coca-Cola’s journey toward a digital-first enterprise powered by emerging technologies. Microsoft’s capabilities help accelerate our adoption of AI to create incremental enterprise value.”

London, United Kingdom – Dove, the personal care brand under Unilever, has announced a commitment to never use AI-generated images to portray distorted perceptions of women’s beauty, and instead putting focus on real women portrayals in its ads as part of the brand’s commitment to portray authenticity–and with the brand recently celebrating its 20th year anniversary.

Dove notes that one of the biggest threats to the representation of real beauty is Artificial Intelligence. Today, almost 9 in 10 women and girls say they have been exposed to harmful beauty content online.

In addition, With 90% of the content online predicted to be AI-generated by 2025, the rise of AI is a threat to women’s wellbeing: nearly half feel pressure to alter their appearance because of what they see online, even when they know it’s fake or AI-generated.

With this in mind, Dove will accelerate its efforts to champion transparency and diversity and take action to shatter beauty stereotypes in new and emerging media. Dove is renewing its vows to protect real beauty – committing to never using AI to represent real women in its ads. 

Moreover, to help set new digital standards of representation, Dove will create the Real Beauty Prompt Guidelines, easy to use guidance for everyone on how to create images that are representative of Real Beauty on the most popular generative AI programs.

Alessandro Manfredi, chief marketing officer at Dove, said, “At Dove, we seek a future in which women get to decide and declare what real beauty looks like – not algorithms. As we navigate the opportunities and challenges that come with new and emerging technology, we remain committed to protect, celebrate, and champion Real Beauty. Pledging to never use AI in our communications is just one step. We will not stop until beauty is a source of happiness, not anxiety, for every woman and girl.”

Dove’s new campaign, the Code, reflects the impact of AI on beauty and demonstrates the impact real beauty has made to change beauty for the better, 20 years and counting. It also stems from its initial research in 2004, where they found that 2% of women considered themselves beautiful. 

Since then, the ‘Campaign for Real Beauty’ has challenged society, media and the beauty industry itself to change its representation of women, be transparent about digital distortion and face-up to the harmful impact unrealistic beauty standards have on women and girls.

Moreover, in its ‘2024 The Real State of Beauty: a global report,’ Dove finds 2-in-5 would give up a year of their life to achieve an ideal look or body. The study shows that while beauty ideals have diversified over the years, the checklist is growing and impossible to meet – from looking healthy (79%) to also being slim (71%), having a small waist (66%) while also being curvy (55%). 2 in 3 women believe that women today are expected to be more physically attractive than their mother’s generation was.

Malaysia – As businesses increasingly invest in cutting-edge technologies to secure a competitive edge, generative AI emerges as a frontrunner, offering dynamic content generation, task automation, and creative empowerment. However, with its immense creative potential, how can companies best harness this technology to maintain a leading position in the digital realm?

After its successful run in the Philippines and Singapore, MARKETECH APAC is bringing its revolutionary workshop to Malaysia on 23 April to explore the potential of generative AI in transforming marketing operations and strategies. 

Titled “Generative AI in Malaysia,” the workshop seeks to provide valuable and practical knowledge on fostering creativity and efficiency while also delving into the sophisticated features of Adobe’s cutting-edge advancements in generative AI tailored for businesses.

The workshop will host a presentation from Adobe on the possibilities that generative AI offers for reshaping creativity and elevating customer experiences. It will also feature a Q&A session, and a live demonstration on how to empower marketing teams with GenAI-powered content, offering participants a unique firsthand experience to discover Adobe Firefly’s capabilities and equip themselves with the knowledge and tools needed to thrive in an increasingly competitive market. 

On top of that exciting agenda, a poll discussion and questions portion will be opened for participants to join and unravel the opinions and insights on GenAI of marketing leaders in the Singapore industry. 

Leading the workshop is Chin Wee Ko, manager and principal for Southeast Asia at Adobe. With a wealth of experience and expertise in the digital landscape, Chin Wee Ko is poised to deliver invaluable insights into the realm of generative AI and its implications for businesses.

Teddy Cambosa, regional editor at MARKETECH APAC, said, “Empowering marketers with this workshop on generative AI is not just about embracing innovation; it’s about shaping the future of marketing. Harnessing the potential of generative AI isn’t just an option—it’s a strategic imperative for staying ahead in a rapidly evolving landscape. We’re excited to bring this workshop to Malaysia in partnership with Adobe to help upskill marketers in their current marketing efforts.”

Generative AI in Malaysia is made in partnership with computer software company Adobe. This workshop is free-to-attend for select brand marketers. Catch this workshop on 23 April 2024, at EQ Kuala Lumpur by registering your interest HERE.

A recent survey reveals that CMOs around the world are optimistic and confident about Gen AI’s future ability to enhance productivity and create competitive advantage. In fact, seventy per cent are already using Gen AI and 19 per cent are testing it. 

However, for many consumer brands, the divide between expectations and reality looms large. Marketers envisioning a seamless, magical customer experience must recognise that AI’s effectiveness depends on high-quality underlying data. Without that, the AI falls flat, leaving marketers grappling with a less-than-magical reality.

What AI-powered marketing with poor data quality looks like

Let’s take a closer look at what AI-powered marketing with poor data quality could look like. Say I’m a customer of a general sports apparel and outdoor store, and I’m planning for my upcoming annual winter ski trip. I’m excited to use the personal shopper AI to give me an experience that’s easy and customised to me.

I need to fill in some gaps in my ski wardrobe, so I ask the personal shopper AI to suggest some items to purchase. But the AI is creating its responses based on data about me that’s been scattered across the brand’s multiple systems. Without a clear picture of who I am, it asks me for some basic information that it should already know. Slightly annoying… I’m used to entering my info when I shop online, but I was hoping the AI upgrade to the experience would make things easier for me. 

Because my data is so disconnected, the AI concierge only has an order associated with my name from two years ago, which was actually a gift. Without a full picture of me, this personal shopper AI is unable to generate accurate insights and ends up sharing recommendations that aren’t helpful.

Ultimately this subpar experience makes me less excited about purchasing from this brand, and I decide to go elsewhere. 

The culprit behind a disconnected and impersonal generative AI experience is data quality — poor data quality = poor customer experience. 

What AI-powered marketing with clean data looks like

Now, let’s revisit this outdoor sports retailer scenario, but imagine that the personal shopper AI is powered by accurate, unified data that has a complete history of my interactions with the brand from first purchase to last return. 

I enter my first question, and I get a super-personalised and friendly response, already starting to create the experience of a one-on-one connection with a helpful sales associate. It automatically references my shopping history and connects my past purchases to my current shopping needs. 

Based on my prompts and responses, the concierge provides a tailored set of recommendations to fill in my ski wardrobe along with direct links to purchase. The AI is then able to generate sophisticated insights about me as a customer and even make predictions about the types of products I might want to buy based on my past purchases, driving up the likelihood of me purchasing and potentially even expanding my basket to buy additional items. 

Within the experience, I am able to actually use the concierge to order without having to navigate elsewhere. I also know my returns or any future purchases will be incorporated into my profile. 

Because it knew my history and preferences, Generative AI was able to create a buying experience for me that was super personalised and convenient. This is a brand I will keep returning to for future purchases.

In other words, when it comes to AI for marketing, better data = better results.

So how do you actually address the data quality challenge? And what could that look like in this new world of AI?

Solving the data quality problem

The critical first element to powering an effective AI strategy is a unified customer data foundation. The tricky part is that accurately unifying customer data is hard due to its scale and complexity — most consumers have at least two email addresses, have moved over eleven times in their lifetimes and use an average of five channels (or if they are millennials or Gen Z, it’s actually twelve channels).

Many familiar approaches to unifying customer data are rules-based and use deterministic/fuzzy matching, but these methods are rigid and break down when data doesn’t match perfectly. This, in turn, creates an inaccurate customer profile that can actually miss a huge portion of a customer’s lifetime history with the brand and not account for recent purchases or changes of contact information. 

A better way to build a unified data foundation actually involves using AI models (a different flavour of AI than generative AI for marketing) to find the connections between data points to tell if they belong to the same person with the same nuance and flexibility of a human but at massive scale. 

When your customer data tools can use AI to unify every touchpoint in the customer journey from first interaction to last purchase and beyond (loyalty, email, website data, etc…), the result is a comprehensive customer profile that tells you who your customers are and how they interact with your brand. 

How data quality in generative AI drives growth

For the most part, marketers have access to the same set of generative AI tools, therefore, the fuel you input will become your differentiator. 

Data quality to power AI provides benefits in three areas: 

  • Customer experiences that stand out — more personalised, creative offers, better customer service interactions, a smoother end-to-end experience, etc.
  • Operational efficiency gains for your teams — faster time to market, less manual intervention, better ROI on campaigns, etc.
  • Reduced compute costs — better-informed AI doesn’t need to go back and forth with the user, which saves on racking up API calls that quickly get expensive

As generative AI tools for marketing continue to evolve, they bring the promise of getting back to the level of one-to-one personalisation that customers would expect in their favourite stores, but now at a massive scale. That won’t happen on its own, though — brands need to provide AI tools with accurate customer data to bring the AI magic to life. 

The dos and don’ts of AI in marketing

AI is a helpful sidekick to many industries, especially marketing — as long as it’s leveraged appropriately. Here’s a quick ‘cheat-sheet’ to help marketers on their Gen AI journey:

Do:

  • Be explicit about the specific use cases where you plan to use data and AI and specify the expected outcomes. What results do you expect to achieve?

  • Carefully evaluate if Gen AI is the most appropriate tool for your specific use case.

  • Prioritise data quality and comprehensiveness — establishing a unified customer data foundation is essential for an effective AI strategy.

Don’t:

  • Rush to implement Gen AI across all areas. Start with a manageable, human-in-the-loop use case, such as generating subject lines.

This thought leadership piece is written by Joyce Gordon, Head of Generative AI, Amperity.

Singapore – Global cloud communications provider Vonage, a part of Ericsson, has announced the launch of generative AI for Vonage Conversational Commerce to provide better support for businesses. 

Leveraging the advanced generative AI capabilities of Jumper.ai that are seamlessly integrated with its Conversational Commerce solution, Vonage equips businesses with the resources necessary to establish personalised, real-time connections with customers across various platforms. This approach enhances the acquisition of valuable customer data and optimises operational efficiency through automation.

The latest enhancements to the Vonage Conversational Commerce solution, driven by generative AI, like the addition of a marketing template content generator, live chat assistance, and intuitive knowledge base inquiries, are making an impact on customer interactions across various touchpoints for modern enterprises, benefiting agent, marketing, and customer support teams alike.

Core to these new AI-powered capabilities is the introduction of AI-powered assistance in live chat interactions. The live chat will help agents tailor their responses and provide better customer service in real-time. 

Through enhancements that boost live chat response times and refine communication by providing agents with tools to adjust their tone and responses accurately, AI is empowering businesses to elevate agent productivity and enhance overall communication effectiveness.

Also part of the new offering is a content generator, which is designed for crafting WhatsApp-based marketing templates, empowering brands to speed and simplify the production of diverse marketing content and significantly reduce the workload on marketing teams. By cutting down on the time and effort needed to create different marketing messages, marketing teams can now handle multiple campaigns while ensuring each message connects with individual customers. These user-friendly templates enable businesses to establish meaningful connections that generate genuine leads and boost profitability.

Additionally, Vonage’s conversational commerce can now provide AI-powered answers through Knowledge Base, helping reduce human dependency and allowing a knowledge base AI bot to interpret user queries, parse through knowledge base documents, and answer user queries directly.

By utilising documents uploaded as the knowledge base to respond to queries and streamline customer support, Knowledge Base eliminates the need for canned, impersonal responses, delivering a more personalised experience for the customer. 

Vonage Conversational Commerce users can also now initiate WhatsApp referral campaigns right from the dashboard, giving them the ability to acquire new customers without additional marketing overhead costs. 

Lastly, Vonage has introduced Conversational Commerce APIs, allowing third-party apps to integrate with the Jumper.ai dashboard. This facilitates conversational marketing and commerce capabilities through integration with platforms like MoEngage and Salesforce Marketing Cloud. These APIs empower marketers and product owners to upgrade from basic notifications to interactive conversations, leveraging Vonage’s capabilities to share product catalogues and facilitate transactions, thereby converting notifications into sales.

Generative AI-powered enhancements to the Vonage Conversational Commerce powered by Jumper.ai solution are currently in beta and will be generally available in the second quarter of 2024. 

Savinay Berry, EVP of product and engineering at Vonage, said, “We are seeing a significant increase in demand for integrated AI capabilities that can easily be expanded across platforms as businesses recognise the efficiency and customisation possibilities that generative AI offers. By integrating state-of-the-art generative AI capabilities with our Conversational Commerce solution, we are empowering users to generate creative content, automate tasks, and improve the overall user experience.” 

Speaking on these updates, Krishna Baidya, Sr. director of information and communication technologies at Frost & Sullivan, also shared, “Advancements in generative AI can be harnessed to significantly enhance Conversational Commerce solutions, empowering e-commerce marketers and online retailers to seamlessly connect with potential customers while delivering a personalised experience.” 

“Infusing generative AI with the knowledge base, brands can respond to queries and streamline customer support, ensuring efficient and reliable self-service options during conversations. Adding AI-powered assistance in live chat interactions will boost agent productivity and communication effectiveness,” she added. 

Meanwhile, Kamila Skötsch, global CRM team lead at HolidayPirates, said, “With WhatsApp and Vonage, we’ve been able to better identify and market to the top 25 percent of our active subscribers. Our subscribers using WhatsApp are faster to act on deals than people using other channels, generating more traffic to our partners with click-through rates as high as 40 percent and some messages receiving a 97 percent open rate.” 

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.”

Singapore – Adobe is proud to announce its participation as platinum sponsor for MARKETECH APAC’s “What’s NEXT 2024: Marketing in Singapore” and “What’s NEXT 2024: Marketing in the Philippines”. 

The company’s vast product portfolio across Adobe Creative Cloud, Adobe Document Cloud and Adobe Experience Cloud gives millions of customers—from individual creators to global brands—everything they need to design and deliver exceptional digital experiences.

In the recently concluded Singapore conference,Gaurav Srivastava, practice lead at Adobe, presented a keynote presentation on the role of generative AI in enhancing marketing campaign strategies and processes. He discussed the AI landscape, the common struggles marketers face in adopting AI, and what marketers can get when they finally enable generative AI in their marketing process. 

Additionally, Annie McNamara, head of business development at Adobe Asia, was part of the panel discussion titled ‘Empowering Hyper-Personalisation: Elevating CX through Customer Intelligence’. She joined other marketing leaders in sharing their insights on data personalisation and examining real-time personalisation strategies to enhance customer experiences for instant engagement.

For the Philippine conference, Gaurav Srivastava will once again give a keynote presentation on the significance of generative AI in improving marketing strategies and processes. Together with him is Chin Wee Ko, manager and principal for SEA at Adobe, who will be joining one of the conference’s panel discussions titled ‘Pioneering Mobile-First Conversations: Why engaging with omnishoppers should be part of your CX strategy’. Chin Wee and other marketing leaders will discuss the emergence of omnishoppers, the impact of technology on consumer behaviour, and the importance of designing effective conversational interfaces. 

Teddy Cambosa, regional editor at MARKETECH APAC, commented, “Generative AI emerges as the virtuoso of modern business orchestration, conducting a symphony of creativity and compliance in sales and marketing efforts. Through its mastery, businesses unlock a treasure trove of limitless possibilities, where every idea becomes a beacon of inspiration, guiding brands towards the crescendo of success in the dynamic marketplace of tomorrow. We’re honoured to have Adobe lead the conversation recently on GenAI during our Singapore conference, and we look forward to them once again leading the GenAI discourse–this time across our diverse Philippine marketing delegate lineup.”

MARKETECH APAC’s “What’s NEXT 2024: Marketing in the Philippines” conference is the third instalment of the What’s NEXT 2023-2024 Series conferences. It will feature a diverse lineup of industry leaders across multiple local and global brands including Adobe, Brandwatch, Cebu Pacific Air, Colgate-Palmolive, DITO, Emma – The Sleep Company, foodpanda Philippines, GoTyme Bank, Home Credit Philippines, UnionBank, and more. 

Head over to the official event site to register using the code [ADOBE20] for a discount. 

Meanwhile, the recently concluded “What’s NEXT 2024: Marketing in Singapore” conference also featured a diverse lineup of marketing leaders across Singapore, representing local and international brands including DirectAsia, Grab, HP, Johnson & Johnson, Kaspersky, Singapore Management University, Singapore Post, Standard Chartered Bank, StarHub, The LEGO Group, and more.

Check out the post-event article here to uncover all the exciting highlights and insights from the conference.