LAS VEGAS - Accenture (NYSE: NYSE:ACN) has teamed up with Adobe (NASDAQ: NASDAQ:ADBE) to co-develop industry-specific solutions using Adobe Firefly, a suite of generative AI models aimed at transforming content creation for businesses. This collaboration aims to enable organizations to generate personalized content at scale, thus accelerating the transformation of their content supply chains.
Accenture plans to integrate Adobe Firefly Custom Models into the marketing services offered by Accenture Song, which will allow clients to train bespoke models on their proprietary data and brand guidelines. The focus will initially be on the retail and consumer goods, automotive, financial services, and health industries.
Adobe Firefly is designed for commercial use and is accessible via APIs through Firefly Services, as well as Adobe Creative Cloud and Experience Cloud applications. By using Firefly, marketers can create templatized campaigns that can be refined based on performance data, streamlining the content creation process and reducing manual adjustments.
David Droga, CEO of Accenture Song, emphasized the growing demand for scalable generative AI solutions across industries, from global e-marketplaces to healthcare providers maintaining brand standards for patient safety. Accenture's approach combines Adobe's technology with their own insights and systematic approach to responsible AI.
Accenture research indicates a strong belief among business leaders in the transformative potential of generative AI, with 97% expecting it to be transformative for their company and industry. However, only 31% of organizations have begun significant investment in generative AI initiatives. The partnership with Adobe is part of Accenture's broader $3 billion investment in data and AI, which includes the recent investment in Writer.com and the launch of generative AI studios globally.
As part of the collaboration, Accenture will also use Adobe Firefly within its own marketing organization, customizing content across the 19 industries it serves. Jill Kramer, chief marketing and communications officer at Accenture, highlighted the move from generative AI experimentation to implementation and value realization within their marketing efforts.
This news is based on a press release statement and underscores the strategic expansion of a more than two-decade relationship between Accenture and Adobe, focusing on innovation in content creation through AI technologies.
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