The International Business Machine Corporation (IBM) sees its generative AI tool, Adobe Firefly, as a way of increasing efficiency for both its marketing and design teams and announced its deployment in these operations.

Through Adobde’s capabilities, IBM seeks to aid marketing campaigns which are known to possess the ability of creating graphics from text-based cues. This is said to be part of Adobe’s plan to develop AI systems that are trained through its own proprietary data and come with lawsuit guarantees.

IBM’s consulting division’s global chief design officer, Billy Seabrook revealed that Adobe’s products were employed by his unit’s 1,600 designers who claim it helped them suggest ideas and produce variations of those ideas in diverse marketing campaigns.

"We have upwards of 20,000 people enabled on Adobe Creative Cloud, so we've been experimenting with Firefly since its inception back in March of last year when it was in beta doing internal experimentation primarily, understanding what the capabilities of the tool are," Seabrook said. "When it went [general availability], we went through the process of evaluating the tool and ultimately made the decision to deploy it across all of our practitioners in its current state."

It is said that IBM’s design teams were able to sort out new methods of improving their design process methodology through the tool when they used it during the sarting phase of its internal pilot.

"How can you accelerate the ideation process by coming up with vast amounts of ideas and creative stimulus, all the way through to creating prototypes or storyboards of an idea on a journey map, if you will," Seabrook said.

After its launch last year, IBM’s design teams increasingly relied on Adobe Firefly’s AI capacities, and even upgraded the model to version 2.0 by injecting features like style matching.

"We've expanded and also integrated into some of the core tools like Photoshop and Illustrator. We expanded our use of it accordingly. So we started to take advantage of the generative fill capabilities and what have you in our typical production process," Seabrook said. "It wasn't just an ideation, kind of inspiration tool – it became an actual productivity tool in terms of creating content at scale."

Adobe Firefly is used by IBM's internal teams to produce items bearing the IBM mark. According to Seabrook, the company has utilized Firefly for a social media campaign.