"By utilizing artificial intelligence (AI), we can significantly reduce repetitive derivative tasks in marketing. Through Adobe AI, we've shortened work time by up to 80% and improved productivity."
On 18th (local time) at the Adobe Summit 2025 held at the Venetian Convention Center in Las Vegas, U.S., Billy Seabrook, global chief design officer (CDO) of IBM Consulting, introduced marketing innovation cases utilizing Adobe AI.
IBM Consulting is a consulting company that supports the digital transformation, cloud adoption, AI and data analytics, and automation of operations of corporations based on IT solutions.
Seabrook CDO noted, "IBM Consulting has maintained a close collaboration with Adobe for a long time, not only adopting and utilizing Creative Cloud, Firefly, and marketing solutions internally but also supporting clients in effectively implementing Adobe solutions."
IBM Consulting is innovating the way marketing content is created using AI. Seabrook CDO emphasized, "80% of marketing tasks revolve around repetitive processes such as design modifications, resizing, and creating language-specific versions," and added, "By optimizing these tasks through AI, the time gained can be reinvested in generating creative ideas and creative work."
He explained that IBM Consulting is implementing large-scale personalized marketing using Adobe AI. He stated, "With Adobe's Firefly, we can instantly generate various textures and image styles to provide ads tailored to individual customers."
IBM Consulting has also revealed a case where it recorded a 26-fold higher consumer engagement rate in a Masters social media campaign utilizing Adobe AI. Seabrook CDO explained, "In the past, image generation tasks that took weeks were completed in just a few days through AI," and noted, "The introduction of AI-based automation contributed significantly to improving consumer responses by providing personalized content."
IBM Consulting is also increasing the speed of content creation using AI in global sporting events. Seabrook CDO stated, "At the Wimbledon tennis tournament, AI analyzed data such as ball movements, player reactions, and audience responses to automatically edit match highlights and even add voice commentary." This method allows AI to detect specific moments in the video and quickly create promotional content by automatically clipping them.
Seabrook CDO emphasized, "We are utilizing Adobe's generative AI Firefly in a commercially safe manner for such projects," adding, "Although IBM possesses its AI models like WatsonX, the strength of the Adobe AI model lies in its compliance with copyright and commercial stability."
IBM Consulting is also working on quantifying marketing ROI (return on investment) using AI. Seabrook CDO explained, "Thanks to AI optimization, the expense of producing marketing campaigns has decreased, while content productivity and customer responses have increased," stating, "This effect supports corporations in reducing simple repetitive tasks and focusing more on creative work."
He noted, "As AI technology advances, corporations will have an environment that allows for the rapid production of consumer-tailored content while maintaining brand identity," adding, "We plan to further expand creativity and productivity in collaboration with Adobe."