Adobe announced on the 14th that it is partnering with Estée Lauder Companies to innovate digital marketing campaign processes through generative artificial intelligence (AI).
Through this partnership, Estée Lauder Companies will enhance efficiency and accelerate campaign execution by integrating Firefly into the existing 'Adobe Creative Cloud Workflow.' Tasks that consume a lot of time will be delegated to AI, allowing individuals to focus on developing new design concepts and engaging with customers, thereby enhancing productivity.
In a situation where additional campaigns are required to engage digitally savvy consumers, Estée Lauder Companies can reimagine content creation methods by utilizing Adobe Firefly, a suite of creative and generative application programming interfaces (APIs). According to actual surveys, about two-thirds of marketers expect a fivefold increase in content demand between 2024 and 2026. By utilizing features such as 'generative extend' that are seamlessly integrated into Adobe's existing workflow, images can be adjusted and optimized for various formats. Teams can intuitively arrange texts and images to quickly deliver materials and distribute them across all digital marketing channels.
As part of the new content creation workflow, Estée Lauder Companies is leveraging 'Adobe Experience Manager Assets' as a cloud service to modernize the digital asset management (DAM) system, which includes a resource library that underpins digital content creation, thereby enhancing operational efficiency. By building a structure that allows for faster uploading of materials and strengthening search capabilities, teams can quickly find resources and gain actionable insights on usage and performance. Additionally, the time required to create and deliver materials for digital campaigns can also be reduced.
Justin Edward, vice president of global digital creative and brand image at MAC Cosmetics, noted, 'In the highly competitive beauty industry, maintaining mindshare on digital channels like social media is crucial, but the content requirements of each platform create challenges in producing new campaigns.' He added, 'The MAC Cosmetics team has experienced the potential of generative AI for the first time through Adobe Firefly services and expects to eliminate elements that hinder designers from focusing on their work.'
Barun Palmer, head of Adobe GenStudio and Firefly for enterprise, stated, 'The Adobe Firefly Service API is built on years of Adobe's innovation accumulated across foundational AI models and applications such as Photoshop and InDesign, supporting important but repetitive and time-consuming routine tasks.' He noted that Estée Lauder Companies exemplifies the powerful and practical use of generative AI, allowing design teams to focus more time on conceiving and creating more engaging creatives for a portfolio spanning approximately 25 brands.