Overview

• IBM is deploying Adobe Firefly, a generative AI tool, across its design and marketing teams to enhance productivity.
• The tool has been in use since its beta launch last year, with IBM's teams experimenting and expanding its application.
• Adobe Firefly is being integrated into core tools like Photoshop and Illustrator, moving beyond ideation to become a productivity tool in content creation.
• IBM's consulting teams are using Firefly to assist clients in creating on-brand content and developing internal workflows for AI adoption.
• The partnership between IBM and Adobe is deepening, leveraging AI to aim for personalization at scale in marketing.