IBM and Adobe are collaborating to enhance content supply chains through AI technology. IBM will expand its existing partnership with Adobe, utilizing Adobe Sensei GenAI services and Adobe Firefly, a suite of generative AI models, to assist clients in creating personalized customer experiences and customized journeys. IBM Consulting will introduce new Adobe consulting services to support clients in navigating the complex generative AI landscape.
The joint effort aims to establish an integrated content supply chain ecosystem, improving efficiency, task automation, and visibility for stakeholders involved in design and creative projects. By leveraging Adobe’s AI-accelerated Content Supply Chain solution and IBM’s consulting expertise, brands will be able to launch campaigns, experiences, and products with greater speed, confidence, and precision.
As part of the expanded partnership, Adobe’s enterprise customers will gain access to IBM Consulting’s team of experienced data and AI consultants, numbering 21,000 experts. These consultants will assist clients in implementing generative AI models into the design and creative process. The collaboration aims to maximize technology and workflows while ensuring transparency, explainability, and brand consistency by integrating Adobe’s AI-accelerated Content Supply Chain solution with clients’ proprietary customer data, brand guidelines, and intellectual property.
The services provided will involve the use of Firefly, initially focused on generating images and text effects, as well as Sensei GenAI services that serve as a copilot for marketers embedded in Adobe’s enterprise applications.
Enhancing Content Workflows with Generative AI
IBM said that its expanded partnership with Adobe aims to capitalize on the growing momentum in AI adoption, enabling brands to create highly personalized customer experiences that drive growth and productivity. With a focus on trust, transparency and brand consistency, the company said that the partnership seeks to redefine the possibilities of AI-powered experiences while elevating business decisions.
IBM’s Candy stated that IBM Consulting is collaborating closely with Adobe clients to assist them in preparing their internal data sources and structures. Additionally, they are helping clients identify suitable use cases, estimate the impact on value, and evaluate and recommend technologies to adopt.
“We are assisting our clients in training and customizing foundational models (FMs) and LLMs using both company and customer datasets,” he said. “We prioritize establishing guardrails to address bias and maintain a brand voice.”
Candy emphasized that IBM’s consultants have the expertise to use the complete generative AI technology stack, encompassing foundation models and over 50 domain-specific classical machine learning accelerators. This comprehensive range of tools enables them to expedite progress for clients.
“We use our unique IBM Garage method to co-create with clients and work together to build their ideas and bring them to enterprise scale,” he explained. “For example, we work with clients to develop prioritized AI use cases, define the technology roadmap, assets and tools to support those use cases, and develop the human-centric design and operating model needed to bring the use cases up to enterprise scale.”
IBM’s long-term vision for AI
IBM stated that its marketing transformation journey had laid the foundation for introducing these new services. The company has actively supported Adobe in enhancing its marketing team’s work management as part of its collaboration.
The expanded collaboration is built upon a strategic partnership of 20 years, which has encompassed technology and services. Notably, Adobe embraced Red Hat OpenShift, IBM AI and Sterling software as a result of this partnership.
The company highlighted that through its global client engagements, it has witnessed a shift in business approach from “plus AI” to “AI-first.” This transition signifies that AI is now deeply integrated into enterprises’ core operations.
IBM said it is actively reimagining work processes and fundamentally transforming tasks by leveraging AI technologies such as foundation models and generative AI.
“We’re helping clients around the globe and in every industry to embed AI in the ‘heartbeat’ processes of the enterprise,” said Candy. “Our experience tells us that getting to value for AI in business takes a deep understanding of the complexities involved in an enterprise and a human-centered, principled approach to using AI — and that won’t change anytime soon.”
