Adobe has engaged Accenture to co-develop industry-specific solutions using Firefly, building on the 20-year-long relationship between the two parties. Adobe announced the launch of Firefly, its family of creative generative AI models, in September last of year following a six-month beta.
Its foundational generative AI models for images, text effects, and vectors support text prompts in over 100 languages, enabling users globally to create personalised content at scale, and accelerate the transformation of content supply chains.
Firefly’s capabilities have since been integrated into creative workflows across Adobe Creative Cloud, Adobe Express, and Adobe Experience Cloud.
See also: Adobe unveils Firefly Generative AI models and web app
The move comes at a time when 97% of business leaders expect generative AI to be transformative for their company and their industry, according to Accenture research. However, only 31% of organisations report investing “significantly” in generative AI initiatives.
“Businesses have an unprecedented opportunity to leverage generative AI to deliver truly personalised experiences that connect with their customers,” said David Wadhwani, president of digital media business at Adobe.
Under the arrangement, Accenture will integrate Firefly custom models into the marketing services offered by its tech-powered creative consultancy arm, Accenture Song, with an initial focus on the retail and consumer goods, automotive, financial services, and health industries.
The effort aims to equip clients with the industry-specific insights required to train bespoke models in Adobe Firefly using its proprietary data and brand guidelines. At the same time, the focus is on leveraging Accenture’s data and AI engineering capabilities.
“Organisations, including Accenture, are moving from generative AI experimentation to implementation and value realisation,” said Jill Kramer, Accenture’s chief marketing and communications officer.
“For us, that means using generative AI tools that allow our marketing professionals to generate content using our brand assets in a safe and closed environment. This will allow us to confidently accelerate the development of production-ready materials.”