Adobe Summit took place in Las Vegas last week, showcasing a series of announcements that expand on their Firefly generative AI (genAI) capability introduced at the previous year’s Summit. The multitude of launches by Adobe was reminiscent of the prolific releases typically associated with Nvidia’s conferences, especially following Nvidia’s recent GTC event. Among the new platforms and features revealed by Adobe were Adobe GenStudio, Adobe AI Assistant, Adobe Firefly Services, and Custom Models, highlighting the company’s commitment to innovation. Particularly notable was the progression of these announcements, both from Adobe and its collaborators, in leveraging the Firefly foundation to create practical and value-driven applications with the technology.
Personalization-At-Scale
A prime example is Adobe’s partner, Deloitte Digital, which aligns with Adobe’s vision of enabling personalization-at-scale through genAI within the content supply chain. Personalization in marketing and content creation is traditionally laborious, costly, and time-intensive. Despite these challenges and the strain it places on the content supply chain, the demand for individually tailored content is on the rise. Deloitte Digital reported a 150% surge in demand for on-brand content in 2023, yet only 55% of this demand was met.
To bridge this gap and support its rebranding efforts, Deloitte Digital unveiled the Orb Foundry at the event. Built on Adobe’s Firefly, the Orb Foundry materializes the concept of personalization-at-scale.
The Orb Foundry
The Orb Foundry serves as a genAI-powered marketing asset creation tool. By inputting two descriptions or items, users can generate a three-dimensional orb that incorporates elements from both inputs while adhering to brand guidelines and other constraints like regulatory standards or intellectual property requirements. Deloitte Digital ensures brand compliance through a custom software layer that interfaces between the user and the Firefly model, employing prompt engineering to consistently produce results in line with the specified guidelines. By selecting prompts relevant to the target audience’s business or industry, even users with limited creative experience can swiftly create on-brand, personalized marketing assets in under 90 seconds—a task that previously could have taken months.
Orb Foundry prompt input
For instance, a business development manager pitching a proposal to a custom automobile manufacturer can tailor the company branding to align with the automotive industry using the Orb Foundry. This allows the manager to position the company as an expert in the automotive sector, addressing the client’s specific needs and concerns without extensive involvement from creative, marketing, or legal teams, thanks to the Orb Foundry’s pre-trained capabilities.
Orb Foundry generated asset
Leveraging Generative AI for Tangible Value
In an interview with Deloitte Digital’s US CMO, Mark Singer, the inspiration for the Orb Foundry stemmed from the reimagining of their iconic green dot logo during an internal rebranding initiative. As they navigated their rebranding strategy, they pondered essential questions like “How can we create a significant impact?” and “How do we stay relevant to our B2B customers?” These considerations led to the creation of the Orb design. Recognizing the tool’s utility internally, Deloitte Digital anticipated its appeal to consulting clients as well. The Orb Foundry currently generates around 500 assets monthly, with projections to scale up to tenfold. Each Deloitte Digital customer will have a personalized Orb Foundry instance tailored to their specific requirements.
AI is transitioning from a mere buzzword to a practical tool for enterprises seeking monetization opportunities. Whether through cost reduction via enhanced productivity or revenue growth by boosting relevance and engagement, AI is proving its worth. The Orb Foundry exemplifies this shift by aiding Deloitte Digital in its rebranding efforts and facilitating personalized business processes at scale for its clients, fostering more meaningful customer interactions.
Tirias Research observes a surge in value-driven solutions across the AI landscape, signaling a new era of AI utility and monetization embraced by various companies in the ecosystem.