Last year, IBM introduced Adobe Firefly, which made generative AI (genAI) image creation accessible to thousands of designers. According to Billy Seabrook, global chief design officer for IBM’s consulting arm, the tool quickly made an impact. For instance, it was used to create 200 visual assets for IBM’s “Let’s Create” marketing campaign, generating various textures and colors for an image of a question mark. This process, which would have taken months, was significantly accelerated, resulting in one of the most successful marketing campaigns to date.
IBM aims to use Firefly to automate design tasks and increase productivity as the genAI software matures. Seabrook emphasized the industry’s challenge of delivering high-quality content efficiently and quickly, stating that IBM is under pressure to achieve all three: great content, faster, and cheaper.
Seabrook, who leads design for IBM’s consulting arm, is responsible for a team of 1,600 designers focusing on content design and visual UX. IBM, a long-time Adobe customer and partner, was an early adopter of Firefly, providing consulting services to clients about using the tool. After the general launch, Firefly was rolled out to roughly 20,000 IBM staffers with Adobe Creative Cloud licenses, giving them access to Firefly in Adobe apps such as Photoshop and Express.
Aside from creating visual assets for the “Let’s Create” campaign, Firefly has been used internally by IBM.
2024-03-14 07:00:03
Article from www.computerworld.com
