IBM announced its ‘Let’s Create’ brand campaign, showcasing the company’s focus on co-developing technology solutions with partners. The company used an early pilot with Adobe Firefly, putting generative AI into IBM teams’ workflows. Using simple text prompts, IBM was able to generate 200 assets and more than 1000 marketing variations for the campaign.
The campaign performed well, driving a 26 times higher engagement while reaching audiences 20 percent of respondents were identified as C-level decision makers. IBM is beginning to work with Firefly to support its marketing programs, as well as the campaigns the company supports for clients through IBM Consulting.
“We have started leveraging Adobe Firefly to revolutionise client experiences through Al-powered design, while also streamlining our internal creative workflows. With Firefly, our 1,600 professional designers within the IBM Consulting experience design team can focus less on tasks and more on creating innovative design solutions with Al that exceed client expectations,” Billy Seabrook, global chief design officer, IBM Consulting, said.
With generative Al, creatives on the consulting and marketing teams at IBM can focus more of their time on brainstorming, visual storyboarding, and retouching designs, which is expected to increase productivity tenfold. Using these tools has improved time-to-market by 60 percent and with Firefly, the company can optimise its content supply chain further by speeding up the production process.
“Organisations are under incredible pressure to deliver highly personalised experiences across many different channels, and generative Al provides us a path to scale these efforts. Adobe Firefly is enabling our marketing and creative teams to collaborate more effectively by streamlining the process of generating high-quality content, which is then used in large-scale personalisation campaigns that deliver tailored experiences for customers,” Ari Sheinkin, VP-global demand, IBM, said.
