IBM and Adobe have joined together to use artificial intelligence to improve content distribution networks. Adobe’s Sensei GenAI services and Adobe Firefly, a suite of creative generative AI models (now in beta), will be used by IBM as part of the company’s stated expansion of its relationship with Adobe. IBM Consulting will also be introducing a new set of Adobe consulting services to help customers better understand the evolving world of generative AI.
According to IBM, the goal of this partnership is to use generative AI to assist clients in making their customers feel special by providing them with tools to build deeper relationships with their target demographic.
According to Matt Candy, global managing partner, IBM iX customer and experience transformation at IBM Consulting, “to effectively leverage these enhanced capabilities, embedding the required process steps within Adobe’s Workfront technologies will deliver the collaboration and speed desired while ensuring visibility, governance, and brand integrity.”
According to IBM, this will allow companies to maximise the effect of their brand’s campaigns, events, and products by releasing them more quickly and with more certainty.
According to IBM, the goal of this partnership is to use generative AI to assist clients in making their customers feel special by providing them with tools to build deeper relationships with their target demographic.
According to Matt Candy, global managing partner, IBM iX customer and experience transformation at IBM Consulting, “to effectively leverage these enhanced capabilities, embedding the required process steps within Adobe’s Workfront technologies will deliver the collaboration and speed desired while ensuring visibility, governance, and brand integrity.”
According to IBM, this will allow companies to maximise the effect of their brand’s campaigns, events, and products by releasing them more quickly and with more certainty.
Using generative AI to streamline content processes
IBM and Adobe have extended their relationship in order to take advantage of the rising tide of artificial intelligence adoption and help businesses provide more tailored services to their clientele. The firm said that the alliance aimed to elevate business choices via expanding the possibilities of AI-powered experiences.
According to IBM’s Candy, IBM Consulting is working directly with Adobe customers to help them ready their internal data sources and architectures. In addition, they advise customers on which use cases are most applicable, how to quantify the resulting value, and which technologies should be used.
“We are assisting our clients in training and customising foundational models (FMs) and LLMs using both company and customer datasets,” he said. In order to combat prejudice and preserve the integrity of our brand, setting boundaries is a top priority for us.
In particular, Candy highlighted IBM’s consultants’ familiarity with the whole generative AI technology stack, which includes not just the foundation models but also more than 50 domain-specific classical machine learning accelerators. They have such a wide variety of resources at their disposal that they can move their customers forward quickly.
In order to “co-create” with customers and “work together to build” their ideas and “bring them to enterprise scale,” he stated, “we use our unique IBM Garage method.” We help our customers, for instance, “develop prioritised AI use cases,” “define the technology roadmap, assets, and tools to support those use cases,” and “develop the human-centric design and operating model required to bring the use cases up to enterprise scale.”
IBM’s goal for the future of AI
IBM said that the launch of these new offerings was made possible by the groundwork created throughout its marketing transformation journey. As part of their partnership, the business has helped Adobe’s marketing staff with task management.
A strategic alliance spanning 20 years and including both technology and services has laid the groundwork for the current expansion of their cooperation. Because of this collaboration, Adobe has adopted many new technologies, including Red Hat OpenShift, IBM AI, and Sterling software.
The firm said that via its worldwide customer engagements, it has seen a change in business strategy from “plus AI” to “AI-first.” This shift represents the full incorporation of AI into the fabric of modern businesses.
Using AI technologies like foundation models and generative AI, IBM claims it is actively reinventing work processes and radically altering jobs.
“We’re helping clients all over the world and in every industry embed AI in the ‘heartbeat’ processes of the enterprise,” added Candy. According to our findings, “getting to value for AI in business requires a deep understanding of the complexities involved in an enterprise and a human-centered, principled approach to using AI,” and this is not likely to alter in the near future.