3 ways the IBM and Adobe partnership will accelerate content supply chains with generative AI

We’re delighted about the recent unveiling of IBM and Adobe’s dynamic partnership to help brands accelerate their content supply chains using generative AI. Our longstanding partnership with Adobe allows us to offer an unparalleled range of services to meet the evolving needs of the marketing and creative community. 

So, what does this partnership mean in practical terms? There are 3 fundamental elements that IBM iX®, the experience design group within IBM Consulting, offers to Adobe customers to help them confidently launch campaigns, experiences and products with precision and reach customers faster using generative AI.

3 key benefits for clients:

1. Content production and digital images: Hundreds of human hours are spent on content production, which limits the ability to focus on the creative and personalization process. Brands using Adobe Firefly to enhance content production will have access to IBM Consulting experts who can help them effectively implement design and creative generative AI models. The AI enhancements can help save time and unlock a world of limitless creative possibilities.

• End-to-end content workflows: Optimizing the content supply chain and the workflow is critical when realizing the value of generative AI. For example, when brands come up with brilliant ideas, the end-to-end process can be unwieldy. IBM Consulting helps customers using Adobe’s Workfront technology to optimize the end-to-end process flow. That means marketing and creative teams can launch effective campaigns and maximize their impact on the business more quickly.

• Building an enhanced personalized experience: Building rich customer personas and customized journeys that are then actioned through well-designed systems, targeted visual content and relevant messaging, is how brands create differentiated experiences. IBM Consulting will integrate Adobe’s AI-accelerated Content Supply Chain solution with each client’s customer data, brand guidelines and IP. This provides enterprises the security they need when creating and using highly personalized content that it is consistent with their company’s brand.

Establishing guardrails for AI adoption: trust, transparency and brand consistency

Organizations wanting to apply AI models need to establish appropriate guardrails. The AI used must be transparent, governed and trusted. The data foundation must also be right to address bias and ensure consistency of brand voice. That means thinking about generative AI holistically across people, processes and technology. It’s not just about the technology, it’s about teaching people the right skills in AI and creating a culture where they’re empowered to ask tough questions about the data.

IBM as client zero and our Center of Excellence

We have a deep understanding of the Adobe technology suite and these new services are built on our own marketing transformation journey. We used the IBM Garage™ methodology to deploy the Adobe suite and alongside the technical work, IBM iX design experts helped optimize processes and envision new marketing skills and roles that would support transformation. and alongside the technical work IBM iX design experts helped optimize processes and envision new marketing skills and roles to support the transformation.

Our Center of Excellence for Generative AI has 1,000+ consultants with specialized generative AI expertise and it sits alongside our larger AI and analytics practice, which has deep expertise and experience from thousands of client engagements.

Connect with your Adobe or IBM customer success partner to discuss how we can help you successfully implement generative AI across your enterprise to experience faster time-to-market, reduced costs and increased productivity. Imagine a content supply chain that flows seamlessly, delivering high-quality content to your audience faster than ever before.

Learn more about the partnership