IBM Enhances Productivity with Adobe Firefly AI Tool

The tech giant integrates generative AI into design and marketing, aiming for innovation in content creation and client support.

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.