Collaboration will help organizations move from
generative AI experimentation to adoption at scale
Through a strategic expansion of its relationship of more than
20 years, Accenture (NYSE: ACN) has been selected by Adobe (Nasdaq:
ADBE) to co-develop industry-specific solutions using Adobe
Firefly, Adobe’s family of creative generative AI models, to help
organizations create personalized content at scale and accelerate
the transformation of their content supply chains.
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the full release here:
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Examples of Firefly generated images; and
a Firefly generated image trained on brand assets (Photo: Business
Wire)
Accenture will integrate Adobe Firefly Custom Models into
marketing services offered by Accenture Song, to provide clients
with the industry-specific insights required to train bespoke
models on their proprietary data and brand guidelines. Firefly,
which is designed to be safe for commercial use, is also accessible
via APIs through Firefly Services, as well as through Adobe
Creative Cloud and Experience Cloud applications. By generating
content that aligns with their brand style and design language,
marketers can build templatized campaigns that can be continually
refined based on performance data and impact. This iterative
approach streamlines the content creation process and reduces the
need for manual adjustments.
With an initial focus on the retail and consumer goods,
automotive, financial services and health industries, the new
solutions will leverage Accenture’s extensive data and AI
engineering capabilities and systematic approach to responsible AI,
coupled with its approach to driving unified brand experiences. By
integrating the solutions with Adobe’s broader suite of generative
AI-powered solutions and client systems, organizations can realize
value faster with content that is globally consistent, locally
relevant and industry specific. Additionally, Accenture engineers
will be trained to be specialists in Adobe Firefly, allowing them
to provide support for clients deploying generative AI
campaigns.
“Brands today are looking for ways to go beyond experimenting
with generative AI to achieve real impact,” said David Droga, chief
executive officer, Accenture Song. “Whether it’s consumer goods
companies scaling their product data and images in e-marketplaces
worldwide, or healthcare providers ensuring brand standards for
patient safety, the demand for scalable generative AI solutions is
increasing. By bringing together Adobe technology with Accenture
Song’s tech-powered creativity, we can help democratize the ability
for teams to develop creative assets and accelerate content supply
chain transformation.”
According to Accenture research, business leaders are positive
about the potential of generative AI—97% expect generative AI to be
transformative for their company and their industry, yet only 31%
of organizations say they have started investing “significantly” in
generative AI initiatives. Accenture is committed to providing
solutions for clients that help them navigate the reinvention of
work, transformation of their organization and responsible adoption
of AI.
“Businesses have an unprecedented opportunity to leverage
generative AI to deliver truly personalized experiences that
connect with their customers,” said David Wadhwani, president,
Digital Media Business, Adobe. "Firefly is an enterprise grade
solution that powers a full suite of generative capabilities - from
content generation to editing to assembly - through our
industry-leading applications and enterprise automation APIs. We
are excited to partner with Accenture to define and implement
solutions that empower organizations around the world to harness
the power of AI."
Jim LaLonde, lead of the Accenture Adobe Business Group, added,
“In recognition of our technology and industry experience and
decades-long relationship, Adobe has selected Accenture to help
develop and deliver industry-specific generative AI capabilities
that will give organizations the tools they need to unlock new
value. Together with Adobe, we’re continuing to invest in the
talent and technology needed to drive next generation experiences
for our clients.”
Accenture’s use of Adobe Firefly within its marketing
organization
As part of the collaboration, Accenture will leverage Adobe
Firefly within its own marketing organization to empower its people
to produce creative content faster and enhance their creativity.
Using a Firefly Custom Model focused on its own brand style and
design language, Accenture can customize content across each of the
19 industries it serves.
“Organizations, including Accenture, are moving from generative
AI experimentation to implementation and value realization,” said
Jill Kramer, chief marketing and communications officer, Accenture.
“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.”
Today’s announcement builds on Accenture and Adobe’s content
supply chain collaboration, which is focused on helping marketers
more effectively create and deliver content that provides
personalized customer experiences at scale. The generative AI
collaboration is part of Accenture’s broader $3 billion investment
in data and AI and expands on recent activities to support the
customer agenda, including its investment in Writer.com and the
launch of a network of generative AI studios across the world,
along with specialized services, to help clients build their own
large language models that are tailored to meet their specific
business needs.
About Accenture
Accenture is a leading global professional services company that
helps the world’s leading businesses, governments and other
organizations build their digital core, optimize their operations,
accelerate revenue growth and enhance citizen services—creating
tangible value at speed and scale. We are a talent- and
innovation-led company with approximately 742,000 people serving
clients in more than 120 countries. Technology is at the core of
change today, and we are one of the world’s leaders in helping
drive that change, with strong ecosystem relationships. We combine
our strength in technology and leadership in cloud, data and AI
with unmatched industry experience, functional expertise and global
delivery capability. We are uniquely able to deliver tangible
outcomes because of our broad range of services, solutions and
assets across Strategy & Consulting, Technology, Operations,
Industry X and Song. These capabilities, together with our culture
of shared success and commitment to creating 360° value, enable us
to help our clients reinvent and build trusted, lasting
relationships. We measure our success by the 360° value we create
for our clients, each other, our shareholders, partners and
communities. Visit us at www.accenture.com.
Accenture Song accelerates growth and value for our clients
through sustained customer relevance. Our capabilities span
ideation to execution: growth, product and experience design;
technology and experience platforms; creative, media and marketing
strategy; and campaign, commerce transformation content and channel
orchestration. With strong client relationships and deep industry
expertise, we help our clients operate at the speed of life through
the unlimited potential of imagination, technology and
intelligence.
About Adobe
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20240325433245/en/
Hannah Unkefer Accenture +1 206 839 2172
hannah.m.unkefer@accenture.com
Julian McBride Accenture +1 917 237 6826
julian.mcbride@accenture.com
Accenture (NYSE:ACN)
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