Advanced Computing in the Age of AI | Thursday, April 18, 2024

Accenture and Adobe Expand Partnership to Co-Develop Industry-Specific GenAI Solutions for Marketing Transformation 


As organizations transition from GenAI experimentation to the implementation phase and value realization, they face some key challenges, including infrastructure scalability, integration with the existing ecosystem, and performance optimization. 

Each industry would have its unique challenges. Accenture and Adobe have expanded their partnership to develop industry-specific AI solutions to empower organizations to move from GenAI experimentation to adoption at scale. 

Adobe Firefly is an enterprise-grade solution built to power a full suite of GenAI capabilities such as generating vector graphics and creating images. 

Accenture will integrate Adobe Firefly custom models with the marketing solutions offered by Accenture Song, which is a technology-powered creative group that works with creators, designers, and technologists to create unique customer experiences. 

With the integration of Adobe Firefly with Accenture marketing services, clients get access to industry-specific insights to train bespoke models on their enterprise data and brand guidelines. Marketers can create content that aligns with their brand design language and style while having the ability to continually recalibrate based on the performance data and impact. 

“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.” 

David further added, “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.”

The Pulse of Change 2024 study by Accenture revealed that business leaders are optimistic about the use of GenAI, however only 27% of organizations claim to be ready to scale up GenAI. The Accenture and Adobe partnership aims to make it easier for organizations to navigate the complexities of responsible adoption of AI. 

The new solutions will use Accenture’s extensive data and engineering capabilities and Adobe’s broad suite of GenAI-power solutions and client systems to make it easier for organizations to realize value faster with content. The initial focus of the partnership will be on the financial services, retail and consumer goods, automotive, and health industries. As part of the partnership expansion, Accenture will use Adobe Firefly within its own marketing organization to create custom content across each of the 19 industries it serves. 

The Accenture and Adobe partnership spans over 20 years and has been witness to countless technology innovations. Now that we are in the GenAI era, the potential of today’s technology seems limitless. The two companies recently announced collaboration on content supply chain technologies

Accenture has been increasing its focus on the GenAI market. In December, Accenture unveiled a joint venture with Google to form the GenAI Center of Excellence (CoE). The second half of last year also saw Accenture announce cooperative GenAI initiatives with AWS, Microsoft, and Nvidia. These collaborations are part of Accenture's broader $3 billion investment in AI in the next three years. 

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