IBM has announced plans to expand its long-standing partnership with Adobe to help brands successfully accelerate their content supply chains by implementing next-generation AI, such as Adobe Sensei GenAI services and Adobe Firefly (currently in beta), Adobe’s family of creative generative AI models.

IBM Consulting is launching a new portfolio of Adobe consulting services to help clients navigate the complex generative AI landscape, bringing together innovation, technology, and design to digitally reimagine customer interactions. The partners can assist clients in developing an integrated content supply chain ecosystem that drives collaboration, optimizes creativity, increases speed, automates tasks, and improves stakeholders’ visibility across design and creative projects by leveraging Adobe’s AI-accelerated Content Supply Chain solution and IBM Consulting services.

Adobe’s enterprise customers will have access to IBM Consulting experts, including 21,000 data, AI, and experienced consultants, who can assist them in effectively implementing generative AI models for the design and creative process, such as Firefly, which is initially focused on the generation of images and text effects, as well as Sensei GenAI services, a co-pilot for marketers embedded across Adobe’s enterprise applications that can help simplify marketing workflows to increase conversion rates.

“We’re seeing incredible momentum in AI adoption as more brands turn to generative AI to create seamless and highly personalized customer experiences to drive growth and improve productivity,” Matt Candy, global managing partner, IBM iX Customer & Experience Transformation, IBM Consulting, said. “By expanding our strategic partnership with Adobe, we can help marketers design AI-powered experiences more effectively while establishing appropriate guardrails, so the AI is built on trust and transparency principles to promote brand consistency and integrity.”

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