Accenture and Adobe aim for AI-powered marketing transformation
Global services firm Accenture and American software company Adobe have announced their intention to collaborate on the development of industry-specific solutions using generative AI technology. The mutual goal is to help organizations accelerate their marketing transformation processes by creating personalized content at scale and improving content supply chain operations.
This initiative, which builds on the existing relationship between the two firms, underlines their continuous commitment to drive innovation and efficiency in businesses’ marketing operations. With the help of generative AI technology, they aim to revolutionize the promotional content creation process by enabling scalability and customization like never before.
Accenture plans to integrate the AI into their marketing services under Accenture Song. Within this collaboration, both companies seek to transform digital customer experiences. Leveraging the power of generative AI, Accenture Song will generate intersection points between data and creativity. This will enable clients to get comprehensive industry insights, customize models according to their specific data, and ensure their specific brand guidelines are followed.
The generative AI model will be applicable across different industries and will be accessible through APIs and specific Cloud apps.
Accenture and Adobe’s AI-fueled marketing endeavor
The AI will be equipped to create content that harmonizes with each company’s unique brand style, creating templated campaigns for continuous improvement based on performance data. This paves the way towards a broader mass market adoption and a learning loop tailoring content to ongoing success metrics.
The AI-driven solutions are primed to primarily aid the retail, automotive, financial services, and health sectors. Accenture’s data processing capabilities, AI design expertise, and commitment to ethical AI applications are expected to address various business challenges. Investment in training Accenture’s engineers to specialize in the creative generative AI model aims to enhance their proficiency in assisting clients with AI campaigns.
According to David Droga, Accenture Song CEO, there is growing demand for generative AI solutions. Despite this, only 31% of businesses have made substantial investments in such initiatives. Accenture’s commitment to invest in generative AI aims to close this gap by driving creativity and efficiency in content creation.
Jim LaLonde, Accenture Business Group’s Leader, also confirmed their pledge to invest in both talent and technology to enhance client experiences. He further mentioned that Accenture plans to incorporate the creative generative AI model into its marketing division in an effort to improve its content creation capabilities.
