IBM expands partnership with Adobe to accelerate content supply chains with generative AI

IBM expands partnership with Adobe to accelerate content supply chains with generative AI

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IBM AND Adobe are joining forces to improve content supply chains using AI technology. IBM announced that it will expand its existing partnership with Adobe to leverage Adobe Sensei GenAI services and Adobe Firefly, a suite of generative AI creative models (currently in beta). In addition, IBM Consulting will introduce a new range of Adobe consulting services to assist clients in navigating the complex landscape of generative AI.

IBM said this collaborative effort will focus specifically on helping clients create personalized customer experiences, develop rich customer personas, and design personalized journeys through generative AI.

“To effectively leverage these advanced capabilities, integrating the required process steps into Adobe’s Workfront technologies will deliver the desired collaboration and speed while ensuring brand visibility, governance and integrity,” Matt Candy, Global Management Partner, Client IBM iX and transformation experience at IBM Consulting, said VentureBeat.

IBM says brands will now be able to launch campaigns, experiences and products faster and with greater confidence and accuracy, maximizing their business impact.


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Companies have focused on creating an integrated content supply chain ecosystem that improves efficiency, automates tasks, and improves visibility for stakeholders involved in design and creative projects. They will take advantage of Adobe’s AI acceleration Content supply chain solution and consulting services from IBM to achieve this goal.

Under this expanded partnership, Adobe’s enterprise customers will have access to IBM Consulting’s expert team of 21,000 data and AI consultants. These experts will help clients implement generative AI models into their design and creative process.

“Our global experts are certified in Adobe technologies (and) thoroughly understand Adobe’s tools to help our customers maximize technology and workflows, while also helping to ensure (that) transparency and explainability are built into their creative process,” IBM’s Candy told VentureBeat. “We will also help integrate Adobe’s AI-accelerated content supply chain solution with proprietary customer data, brand guidelines, and our customers’ intellectual property, so organizations don’t have to worry about whether they’re using the right content and (if) it is consistent with the brand.”

Services provided will include the use of Firefly, initially focused on image generation and text effects, and Sensei GenAI services, which act as a co-pilot for marketers integrated into Adobe’s business applications.

Streamlining content workflows through generative AI

IBM said its expanded partnership with Adobe aims to capitalize on the growing momentum in AI adoption, enabling brands to create seamless, highly personalized customer experiences that drive growth and productivity. With a focus on trust, transparency and brand consistency, the company said the partnership seeks to redefine the possibilities of AI-powered experiences while elevating business decisions.

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IBM’s Candy said IBM Consulting is working closely with Adobe customers to assist them in preparing their internal data sources and structures. Additionally, they are helping clients identify suitable use cases, estimate value impact, and evaluate and recommend technologies for adoption.

“We are assisting our clients in training and customizing fundamental models (FMs) and LLMs using both corporate and client datasets,” he said. “We prioritize the creation of guardrails to address bias and maintain the voice of the brand.”

Candy pointed out that IBM’s consultants have the expertise to use the entire generative AI technology stack, which includes core models and more than 50 classic domain-specific machine learning accelerators. This comprehensive range of tools allows them to accelerate progress for clients.

“We use our unique IBM Garage method to co-create with clients and work together to build their ideas and take them to enterprise scale,” he explained. “For example, we work with clients to develop priority AI use cases, define the technology roadmap, resources, and tools to support those use cases, and develop the human-centric design and operating model needed to bring the enterprise-scale use cases. “

IBM’s long-term vision for AI

IBM said its marketing transformation journey laid the groundwork for introducing these new services. The company has actively supported Adobe in improving the work management of its marketing team as part of its partnership.

The expanded collaboration builds on a 20-year strategic partnership that spanned technology and services. Notably, Adobe has adopted Red Hat OpenShift, IBM AI, and Sterling software as a result of this partnership.

The firm emphasized that through its engagements with global customers, it has seen a shift in business approach from “AI-first” to “AI-first.” This transition means that AI is now deeply integrated into core business operations.

IBM said it is actively reinventing work processes and fundamentally transforming businesses by leveraging AI technologies such as ground models and generative AI.

“We are helping customers around the world and in every industry integrate AI into their business ‘heartbeat’ processes,” said Candy. “Our experience tells us that getting value for AI in business requires a deep understanding of the complexities involved in a business and a human-centered, principles-based approach to using AI, and that won’t change much Soon.”

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