• by Ray Schultz , June 20, 2023

IBM is implementing a suite of Adobe services, including Sensei GenAI and Adobe Firefly (now in beta) in an expansion of the strategic relationship between the two firms. 

The combined offering leverages  to help clients build an integrated content supply chain ecosystem, IBM states.

Marketers can “more effectively design AI-powered experiences while establishing appropriate guardrails, so the AI is built on trust and transparency principles to promote brand consistency and integrity," says  Matt Candy, global managing partner, IBM iX Customer & Experience Transformation, IBM Consulting. 

As part of the arrangement, Adobe's enterprise customers will have access to IBM Consulting experts, including 21,000 data, AI and experience consultants.

Adobe will help users implement generative AI models for the design and creative process, which includes Firefly, a tool initially focused on images and text effects. In addition, GenAI can help brands simplify marketing workflows. 

"By bringing together Adobe's AI-accelerated Content Supply Chain solution and IBM's human-centered experience design, we can help unlock an entirely new level of creative possibilities that delights employees and customers, accelerates adoption and drives better business decisions," adds Justin Merickel, vice president, digital experience business at Adobe.

The 20+-year partnership between the firms has included Adobe's adoption of Red Hat Open Shift, IBM AI and Sterling software.