IBM has unveiled its latest brand campaign, titled 'Let's Create', highlighting the company's commitment to collaborating on technology solutions with partners. This initiative was showcased through an early pilot with Adobe Firefly, integrating generative AI into IBM teams' workflows. By employing simple text prompts, IBM successfully generated 200 assets and over 1000 marketing variations for the campaign, leading to a remarkable 26 times increase in engagement. Furthermore, the campaign reached a notable audience segment, with 20 percent of respondents identified as C-level decision makers.

The collaboration with Adobe Firefly marks a significant step for IBM, as it ventures into revolutionizing client experiences through AI-powered design. Billy Seabrook, the global chief design officer at IBM Consulting, emphasized the impact of Firefly on enhancing creative workflows, allowing designers to focus more on innovative design solutions. With generative AI technology, creatives within IBM Consulting and marketing teams can now dedicate their time to brainstorming, visual storyboarding, and refining designs, ultimately boosting productivity by tenfold. This shift has also led to a 60 percent improvement in time-to-market, as Firefly optimizes the content supply chain by expediting the production process.

Ari Sheinkin, VP-global demand at IBM, stressed the importance of generative AI in meeting the demands for highly personalized experiences across multiple channels. By leveraging Adobe Firefly, IBM's marketing and creative teams can collaborate more efficiently, streamlining the process of generating high-quality content. This content is then utilized in large-scale personalization campaigns, delivering tailored experiences for customers on a significant scale.